Study On Quality Management Based On Consumer Value In Toothpaste Industry

In Chinese market, the Colgate, Crest toothpaste brand have formed a dominant position, Chinese toothpaste brands are obviously disadvantage in competition with foreign brands of toothpastes. The local toothpaste companies must find new ways to improve the overall competitiveness. Obviously, toothpaste product quality has become one of the important successful factors to compete in international and domestic markets. If Chinese toothpaste companies want to gain a good position, we must continually improve the quality of toothpaste products, improve customer satisfaction, expand market share. Therefore, toothpaste enterprises must apply customer value theory to guide quality management to improve the competitiveness of toothpaste enterprises. Customer value theory is a theory that can be sustained for toothpaste target customers to create superior customer value and sustained to attract, develop and maintain customers and make them create the greatest value for the enterprise.The page will unite customer value and quality management theory together, combine the characteristics of toothpaste production and operation, and propose Quality Management Based on Customer Value in Toothpaste Industry. This paper discusses the customer value theory and the theory of quality management and their relationship. To achieving superior customer value is the goal of quality management, and the quality management is the fundamental guarantee of achieving customer value. This paper discusses the framework, process in Toothpaste Enterprises Quality Management Based On the Customer Value, and introduces Toothpaste Enterprises Quality Management Based On the Customer Value from three stages of research and development, manufacturing, sales as well as after-sales service.The thought of this article is: to understand the key factors of customer value through analyzing the toothpaste products customer value. The toothpaste enterprise will translate the key factors into functional requirements through housing of quality customer value;and translate functional requirements into quality requirements; quality requirements into the technology needs;technology needs into the factors that constitute the characteristics of toothpaste products .To identify areas that can significantly improve the customer value factors characteristics of toothpaste, to enhance the quality management in these areas, both to improve the toothpaste business effectiveness and efficiency of quality management, and also enhance the customer value of toothpaste products.The innovation of this paper: (1) Determining the best inputs of quality when the customer value is at the maximum level. (2) The way for the toothpaste businesses using customer value to guide quality management and improve customer value through quality management.The thesis is on base of researching literature of quality management and customer value and to explores the theory and practice of Toothpaste Enterprises Quality Management Based On the Customer Value by the researching literature , system, comparative analysis, empirical analysis methods. The goal of the paper is to give the toothpaste companies an inspiration.