Research In Application Of Customer Internalization Theory In Manufacturing Enterprises

With the development of commodity economy and market competition, customers are subject to more and more attention in theory and practice . To win customers and create customer value is turning into a business priority. The traditional sense of the creation of customer value are only about improving customer satisfaction, reducing ration of the customer spending and returns. Growing market, new ideas and methods are in the continuous emergence, customer needs are becoming increasingly diversified and individualized. Therefore, in the new market situation, many new theories around customers appeared, such as customer value, relationship marketing, experience economy and so on. How to use experience marketing in the enterprise is the focus of debate in theoretical circles, the theory of internalizing customers in the context of this theory came into being. To guide customers in an appropriate manner into the enterprise, and set up a half or semi-integrated combination of league with the enterprise, so that customers take on the internal functions of the enterprise which lead to the satisfaction of external effects. Study and application of the customer internalization theory is important to cultivate customer loyalty and improve cost-effectiveness.First of all, this thesis reviews the basic theory, such as customer value theory, relationship marketing theory and experience economic theory, etc. Then, the basic meaning, the core idea, the prerequisites and the pattern of manifestation of internalizing customer was summed up and researched based on these theories. With the development of commodity economy, there are all kinds of defects in production and operation in manufacturing enterprises nowadays. The traditional model of enterprise is turning into the customer internalization model to effectively improve enterprise efficiency, and to enhance the core competitiveness of enterprises. This thesis formulates benefits of the customer internalization model for customers and enterprises, as well as the problems in the process of internalization, focuses on the business process, the organizational structure, and the culture establishment of manufacturing enterprises under the customer internalization model. Finally, through the analysis of Bentley business mode, expatiate on the guide effect of the customer internalization theory on the actual business of enterprise from the empirical point of view.This thesis uses the method of literature research, comparison, integration, and case analysis. The collecting and organizing of the literature lay a solid theoretical foundation of writing the thesis. To analyze the traditional manufacturing business through a comparative and integrated method, and find the problem which impedes the development of enterprise. The thesis studies and sets up a model of the enterprise business process and relevant model of organization structure, and the cultural concept of promoting the development which suits the modern economic situation and the customer internalization model. In the end, the thesis analyses the case of a-hundred-year Bentley automobiles, and further elaborated that the customer internalization model can effectively create customer value, improve the economic efficiency of enterprises and the core competitiveness. It is an effective means for long-term stable development of enterprises.Practical application of the customer internalization theory brings various benefits to business and customer, so that they may benefit at the same time to achieve "Win Win" situation in harmony together, to promote the revolution in the enterprise, and to contribute to the business development of enterprise.