The Research On The Consititution Dimension Of Customer Value Of B2C Pattern

Although the marketing academics initiate the customer to guide for several dozens years, the value research can be traced back a long time, but until the 1980s, under background of the growing competition among enterprises, when the entrepreneurs aim at the exploration of the enterprise interior improvement (value chain management, quality management, organization and process restoration, enterprise culture, reducing staff and so on) have not been successful in the imagination, people began to change the enterprise exterior market, namely seeks the competitive advantage from customer angle embarking, at this time, the value of customer's only then receives the attention. It can be said that the rise of customer value on the business and the theoretical circle is a constant search for the inevitable outcome of competitive advantage. Since the 1990s, the customer value has become the focal point domain which the Western marketing and the business community pay attention together, regards as the new origin of the competitive advantage. How should enterprises from the perspective of customers to see the value of creating and enhancing academics and entrepreneurs to become a new mission.At present, the value of customers have continued to develop and deepen. Expands in the product and in the service attribute research's foundation to the scene and the relational research, expands in customer's economic needs foundation to customer's psychological social demand and the personalized demand research, expands in the static value creation research's foundation to the dynamic space and time influence and the value interaction research. How do these research revolve the enterprise should throughout to stand in customer's angle regard the value of the creation to carry on, its core is inquiring into the customer's value of the constitution dimension, that is what constitutes the customer value. Only by addressing this issue we can study it deeply, how to create and enhance customer value to enhance their own competitiveness.In recent years, as a result of information technology's development, we already entered the Internet time, the electronic commerce rapid development. Electronic commerce's appearance is attacking people's life, working methods, moreover also in further influence customer's consumption habit and pattern, under electronic commerce pattern whether customer value to have had the change, its constitution dimension security is consistent with the traditional commerce pattern? This is the urgently needed solution question that under the electronic commerce pattern conducts the customer value research , but the current value of customers mainly conceren about staying in the traditional business model of customer, value dimensions and impact factors, little concerned about the e-commerce environment customer value research. The author believes that marketing practitioners and researchers in the study of the traditional business model of customer value at the same time, the need for the e-commerce environment study on the corresponding customer value research, and to study the environment of e-commerce customer value, we must first study E-commerce environment dimension of customer value constitute what is to be further study how to create more and enhance customer value.This study based on scientific pragmatic, and the principle of linking theory with reality, the use of theoretical and empirical research deductions combination of research methods, the e-commerce environment dimension of customer value constitute conducted a study to localization. First, we in the literature and on the basis of the analysis, and the light of their own understanding and found that the construction of the e-commerce environment-dimensional model of a customer value and then using a sample of China's domestic data on the model established by the empirical test, and reached a number of meaningful conclusion of the study, so as to e-commerce enterprises in China-related marketing practice to provide meaningful theoretical guidance.This research proposed officially under the electronic commerce environment's customer value dimension structure question, the further refinement, deepens the customer value constitution dimension, and pointed out that "the social value" is under the electronic commerce environment customer value constitution dimension core; On this basis, has constructed under an electronic commerce environment customer value constitution dimension research model, although this research model also has not cover all the dimensions of a customer value, but is more perfect than the existing model. Hope that through this e-commerce environment of the customer value of a theory to explain the dimensions and empirical research, can play the role which offers a few ordinary introductory remarks so that others may offer their valuable ideas, impels the customer value research. truly that under the electronic commerce environment.