Research On Evaluation Index System Of Customer Value For Mobile Phone

With the rapid development of mobile communications industry, China's mobile communication users continued to increase effective demand. Combined with mobile phone taking the place of fixed-line better, the number of mobile phone users is growing more quickly. As early as 2001, the number of mobile phone users in China had already passed the one million mark, and ranks first in the world. At the end of 2009, China's mobile phone users reached 747.384 million.China's rapid growth in mobile users has led the rapid development of related industries. Such a large market potential has attracted a large number of manufacturers to enter the mobile phone industry, and in order to obtain scale advantages. the original mobile phone companies are expanding their production scale continuously. In October 2007. "mobile phone license system" was canceled. Before that, there had been more than 80 enterprises obtained a license, the competition of cell phone industry had been very intense. Of course, the abolition of "mobile phone license system" will exacerbate the competition of mobile phone market. Substantial growth in mobile phone output and more and more brands in the market have led to the domestic mobile phone production capacity surplus in increasingly serious.In such a fierce market competition, for the favor of customers, mobile phone manufacturers must provide more value for customers, and this is the only way to hold customers. According to this view, in order to establish and maintain a sustainable competitive advantage, the mobile phone manufacturers must provide customers with the customer value beyond other competitors. So, how to measure the size of customer value becomes the key problem. To solve this problem, regarding mobile phone manufacturers as the research object, this paper establishes evaluation index system of customer value for mobile phone, and then quantifies the value that mobile phone provides for customers.Before establishing evaluation index system of customer value for mobile phone, we should first define the meaning of customer value for mobile phone. Woodruffs definition of customer value emphasizes that customer value is hierarchical and weighted, so we adopt his definition, this is the basis for further study. Secondly, according to Woodruff's hierarchical model of customer value, we have established hierarchical model of customer value for mobile phone, and this model is the basis for evaluation index system of customer value for mobile phone. Then, we need to identify all the elements of customer value for mobile phone. In the hierarchical model of customer value for mobile phone, the dimensions of result-level is the elements of customer value for mobile phone, and they can be further broken down into specific indices of attribute-level. In other words, dimensions of result-level and indices of attribute-level are elements of customer value for mobile phone in different hierarchies. The elements which need to be identified are the indices of attribute-level. Finally, through questionnaire on the importance of evaluation indices and the use of SPSS 17.0. we delete those unimportant evaluation indices and then determine the weight of the remaining indices. Up to now, the task of building evaluation index system of customer value for mobile phone is completed, and we can use the evaluation index system to calculate the size of customer value for mobile phone.Evaluation index system of customer value for mobile phone not only tell enterprises which elements are needed. but also tell them which elements hold the leading role and which elements play a supporting role when customers purchase or use mobile phones. It can also tell enterprises themselves'positions compared with competitors, and to what extent they should reach. After defining the weight and difference of every element, enterprises can allocate resources more effectively, assign the limited resources to more important area, exploit products providing higher customer value, enhance their competitiveness in the market, and strive for more market share.In the case study, we take Nokia for example. Based on questionnaire survey, we analyze its customer value and clear the contribution of every evaluation index for the total customer value. Thus, we can help enterprises to discover their weak links, understand customer demands, and improve their competitiveness.