Marketing Strategy Planning Based On Customer Value Of BZD Corporation

The "knowledge economy" has become increasingly prominent after entering into the 21st century. More and more people pay their attention to learning knowledge while training program becomes more important in all kinds of organizations. BZD is a new training company. It is accepted and paid more attention by the customers because of the hard working of employees and the excellent performance in the market. However, facing the new and disordered training market, it is important for BZD to formulate a clear strategy in the rapid development period. We find that the customers' value and its correlative problems which attracted most of the enterprises, the customers and the scholars are the core of the Mainstream marketing concept after reviewing the theory of the customers' value. The paper puts forward the customers' value and its correlative problems as the important references of making marketing strategy. Then the paper regards some points and theories as the theoretical principle of making marketing strategy. The macro-environment can accelerate the development of the training enterprises while the marketing of the training are not well-rounded. There are a lot of problems and few training corporate with high level in the training market. BZD draws up the marketing strategy based on the idea of "to create value for customers" after the analysis of environment. It is also necessary for BZD to formulate the marketing strategy based on the customers' value by thinking of both the environment and the company's own situation. Actually, the necessity of formulating a feasible and instructive marketing strategy has been attested by the practice of last year. Finally, the paper analyzes and summaries the marketing strategy based on the customers' value. Because of it's typicality and representative, also the familiarity for the company, the paper chooses BZD as the object of study. O bservation, survey procedure, literature review, internet searching, PEST, SWOT analysis and five-power analysis model are used in this paper. If it can provide some revelation and reference for the similar enterprises to formulate their marketing strategies, it will be the most important acquisition of the paper.