Competitive Advantage Based On Customer Value Research

Along with the fast development of market economy, the Chinese market entered into the relative too much stage from the short stage, and the change of supply and demand's relations causes the relations between enterprise and customer radically changed .The customer becomes the main body in the value judge, and the customer value also becomes the foundation of the consumer behavior. Thus, in order to survive, to develop, and to take the invincible position in the competition neutrality, the enterprise only has to establish the management strategy which takes the customer as the guidance, create and transmit outstanding customer value, enhance customer satisfaction and the customer loyalty, and finally win the competitive advantageThis article first reviews and comments the theory and the practice development of the competitive advantage and the customer value theory now; Furthermore from the relations between external performance of the competitive advantage and the customer value, the influence of customer value to the strategy essential factor of the enterprise competitive advantage, and the function of customer value to the competitive advantage, the article proves the relations between customer value and the competitive advantage. Then through analyzing and improving the survey methods of Day, Gale and Woodruff, the article establishes the theory and the implementation method to construct enterprise competitive advantage based on the customer value. At the same time, through the investigation of the customers of the M-ZONE and the China Unicom, utilizing the street corner interception and the face-to-face talk, the article determines the important latitudes which influence the customer value; Meanwhile through the questionnaire survey, and analysis method which establishes this article analyzes, surveys and compares the customer value of the M-Z0NE and the China Unicom which two communications services brand, and then proposes some measures to improve; Lastly unifying the examples which some famous enterprises succeeded, the article elaborates the strategy and the system which helps the strategy to carry out to help the enterprise to get competitive advantage based on the customer value .The theory significance of this article lies in: this article embarks from the customer angle to research the source of enterprise competitive advantage; and uses the value chain analysis method to get competitive advantage, through improving the customer value chain and promoting the value of each chain of the customer value chain . The practice significance of the article mainly is: On the one hand, the article has provided some plans for enterprise's management, helping its product or the service can get greater degree to satisfy customer demand and then enhance the customer loyalty; On the other hand , the article also causes the slogans "the customer to be supreme", "the customer first" and so on to be transformed into the enterprise's practical action. The method helps the enterprise win the development space, and brings the value for the customer, and achieves "double wins" desired effect at last.