Application Strategy Of Enterprise Public Media In Customer Value Creation

At present,competition has become more and more intense. How to get survive and stand still on their advantages to make a development in the intense market competition is the main problem for all the companies. Looking back at the past, after enterprise development having experienced the manufacturer-oriented era of pursuing amount, marketing era of pursuing quality control and the consuming-oriented of pursuing emotion, today it have stepped into the phase of customer-oriented which mainly pursues the sense of realism and joy and creation of customer value.Customer value, which has been the focus of marketing scholars and company managers from 1990s, is proposed by the research of competition advantages and already become the new resource of enterprise competition advantages. Marketing competition increases as the development and prosperity of economics, consequently, many enterprises gave the"Create larruping values for customers"as their business philosophy. The value customer need is not the single one but a series of emotional values and community values that would become the general experience including the traditional function and the non-function of joy, emotion and symbol etc. As the increasing need of customers, service requirement for enterprise products would not only limited in basic level of cheapness, quality, integrate function and good-service, but also the emotional satisfaction and community values. Thus,to gain the advantage on increasing market competition, companies should pay attention on function value, emotion value and community value. Nowadays, although being approved by some scholars on how to make customer feel and understand, customer value theory is still in short of applying experience and in the process of exploring. How to create larruping customer value still need further study.Is the value created by enterprise arbitrarily would be accepted by customers. This question makes people to realize that the connections between enterprise and customer is very important. Accordingly, more and more companies started to take use of television, radio, newspaper and other public media to pass the product and service information to customers. On the other side, companies could acquaint the customers'need to avoid the imbalance problem of information on intercommunication. However, because of the appearance of new media and complicating media environment, customers have been receiving all kinds of different information. Customers'need also became diversified and different from before. For example, advertisement used to get enough attention easily if broadcasted in CCTV and provincial TV, but now is getting harder. TV advertisement could earn more attention but can not earn the market increasing. Companies began to realize their unfitted strategy need to be reconsideration.Customer, which has been the focus of marketing scholars and company managers from 1990s value, is proposed by the research of competition advantages and already become the new resource of enterprise competition advantages. Companies always try their best to create value for their customs. However, in the process of this creation, not all the value is accepted by customs but need a solid connection between customs and enterprises. Public media is the usual carrier that would transmit essential information to customs as the form of audio and video products like newspapers, magazines, radios, televisions and internet that are based on social communities. In custom value creation, what the public media transmitted not only includes the image and content of a brand, but also involves the more solid product's information which would lead the purchasing directly. In the modern society of high technology, public media, which is everywhere in daily life, has a huge power in publicizing. The companies could not develop without modern media presented that after the Reform and Open-up, companies are getting closer and closer with modern media. As the society develops and media department changes, the media's utility strategy of for companies also steps into a new phase. Companies'running not only lies in the technique and capital but also lies in the transmission and communication of information. In this dissertation, based on the research of role and effectiveness of public media used in enterprises for the creation of custom value, basic applying steps are proposed. Besides that, utility strategy is also promoted aiming at the three vectors of custom value influence.On structure, there are five parts included in the whole contents:1. Introduction of the background, research significance, target and content.2. Basic Theoretical parts, in which the utility of public media in domestic and abroad are studied. Through the selection of the theory of custom value, inclusive of the characteristics and influence factors, destination and contents are expatiated.3. Influence factors of public media in the use of custom value creations are analyzed. Due to the creation, the effectiveness and evaluation of public media used in enterprises for the creation of custom value is made.4. Basic principle and applying steps of the utility of public media used in companies for creation of custom values is analyzed, as well as the utility strategy.5. Conclusion and prospect are delivered to summarize the valuable tips and contributions, and to point out the disadvantages and limitations of the research.