The Study Of Customer Value Proposition And Its Application

Customer value proposition gradually becomes one of the most popular concepts in the business market. There is seldom value proposition that seems to resonate among customers. When enterprises establish value proposition, they always emphasize the value and advantage that they can offer. Without investigating customers'demand, they might emphasize differences that cannot bring true value to customers. With the competition and demand becomes various and changeable, enterprises need to deliberate how to establish and transfer value proposition, and they need to contribute to their outstanding achievement and strategy. Under this back ground, the study on the value proposition is paid closely attention to the business circles and academia gradually, and it is still at the beginning stage now.The thesis states related theory foundation, including marketing, customer relationship management, customer satisfaction and competitive strategy. The value proposition is important to enterprises'development. Value proposition is the core of business model. The study of value proposition is based on the customer value. The customer value proposition is one important selections of strategy. As a result, the paper analyzes the importance and influence of value proposition.The thesis studies the type of value proposition from two view. One is production, the other is strategy. From production view, value proposition could be classified as all benefits, favorable points of difference, and resonating focus. From strategy view, value proposition could be classified as all cost lowest, leading production, whole customer solution, and system lock. According to some of enterprises'value case histories and literature, this thesis draws out systematic scheme and analyzes how to build up steps of different value proposition, and analyzes its basic character, elements, design requirement. This thesis analyzes the case of Home Inns. The scheme is not only significant to target customer, but also makes enterprises focusing on creating value and occupying a certain share in the competitive market.In order to achieve the profit and pass the value proposition, enterprises should adopt the follow step to establish operational mechanism. First of all, it should establish operational mechanism which draws out value proposition according to every target market. Secondly, it should set up performance management. Thirdly, it should distribute resource to support the value proposition. Fourthly, it should establish the internal operational mechanism which is consistent with value proposition. Finally, a monitoring and feedback mechanisms should be established.Through the four cases'analysis, this thesis wishes to offer an innovate thought to enterprises, and make them realize the importance of studying the value proposition and its application. Investigating customer's demand and hobbies, enterprises pass their value, and they should be distinguished from competitors effectively. In order to create value and outstanding achievement, enterprises should take full advantage of their resource, supply various productions, and establish business model and strategy.This thesis uses the theory methodology and makes systematic research on value proposition. These researches enrich the theories of value proposition and strategy, and they are influenced the enterprises deeply.