Research On Customer Value Innovation

With the economic globalization, quick information proliferation and shortening of product life cycle, enterprises face more intense competition; profit margins are gradually shrinking in the market environment. It is difficult for enterprises to move. Enterprises all over the world have paid great attention to both how to win and maintain customers and how to earn big profit. So that I do research on customer value innovation, and make good use of customer value innovation to improve customer value. I think that it is very meaningful.Firstly, this paper clarifies the innovation concept and content, and concludes that innovation is such a state: with the development of the new domestic and foreign environment enterprises choose to adapt to the new situation. It is the redefinition of the enterprise in order to meet the needs of targeted customers. Compared to competitors the enterprises could provide customers with greater value. It also discusses the significance of innovative enterprises. Only that customers being able to continuously got higher perceived value, enterprises can achieve and maintain customers.Secondly, this paper discusses the concept and features of customer value. It indicates that customer value is the comprehensive evaluation between the benefits and costs in the processes of consuming. The comprehensive evaluation bases on customers'own experience, knowledge and preferences. It also involves in the entire product life cycle. In the process of consuming customers compare products'attributes with the results of their input, their desire and expectations with the real functions. At the same time, this paper discusses the relationship between innovation and customer value. The capability of innovation determines that whether the enterprises could provide customers with the customer value, or how to achieve that kind of customer value, or the extent how to meet customers'needs. Enterprise Innovation level is not only important to the survival and development of enterprises, but also fatal to build the customer value support system.Thirdly, this paper summarized the definition of customer value innovation on the basis of the previous studies. The definition of customer value innovation is that creative enterprises provide the customers with the whole or the part of customer values which other companies do not provide with. In other words, enterprises understand customer needs on the basis of the components of customer value, then, enterprises improve customer value through the re-composition or arrangement of customer value. In order to maintain their competitive advantage which the competitors could not imitate, it is necessary to keep customer value improving in super competitive environment.Finally, this paper analyzes the composition of customer value. In the framework and the above-mentioned theory, it puts forward four innovative approaches to customer value. The innovation includes not only the benefits (material values, spiritual values and integrated value), but also losses (tangible cost, intangible costs and integrated costs). Customer value can also be combined with elements, such as relationships and social value, to innovate. The types of customer value innovation methods include integrated innovation, isolated innovation, replaced innovation and converse innovation. This paper applies these innovations to some cases.This paper studies on a large number of documents and literature. It discuss with the methods of comparative analysis, case-study analysis and so on. Its aim is to inspire the business practices.