Changes In Customer Value Based Marketing Research

Marketing management is the outcome of market economy. And it is a management study how to satisfy the customer, induct consuming and flourish the market. The abbreviated definition of marketing is to satisfy the demand profitable. In 21st century, marketing turn more difficulty, because the bifurcation between producer and consumer turn keener. Marketing is not the same as Euclid's geometry, which has a set of fixed system with conceptions and theories. On the contrary, Marketing belong to the active realm of management. There are always some new challenges,. Then the company should make quick reflections.In the face of high uncertain circumstance, the management strategy of traditional industrial economy epoch, so the company should concentrate on the business about customer ,comprehend the relations of customer and company, find out the value region customer attentioned,and establish new customer centered strategy .And then the company can fasten the resource on the highest return area. We point that well customer relations turn to be the key factor of lasting profit. Customer value theory is the latest development of marketing management theory, and it points out that the customer values the source of marketing. The thesis puts forward functions of customer value in marketing value net on the basis of several customer value models, and points out that customer value is a basis of marketing action. From the prospective of companies, customer value issue could be discussed from different levels, including potential customer value, perceived value and realized customer value. Customer value advantage is the critical advantage to support company's substantial development There are two possible choices in building up customer value advantage. One is total customer value leadership, the other is specific customer value leadership. Only the customer value come true, the company's value can be brought out.This dissertation makes a comprehensive literature review on previous studies and presents an integrated definition. In the study process, I adopt Gale value appraise model analysis, dynamic analysis and strategic analysis. Based on the analysis, the connotation, ways and means and sustain system of customer value management are issued. Finally, a case about critical customer value mining is discussed, and design a practical scheme how to implement customer value. The dissertation consists of five parts, including introduction and four chapters. The first part is introduction, which put forward the background, meaning and the historical origins of customer value study. Chapter 1 we discuss the cogitation of customer value, and we think customer value study is the result of marketing development. What is the meaning of customer value and how to create customer value are explored in this chapter as well.Chapter 2 presents customer value analysis,including Gale value appraise model analysis, dynamic analysis and strategic analysis,and the relation of customer value innovation and core competence.Customer value management are discussed in chapter 3.We explore the meaning of customer value management and customer life value, analyze how to create customer value,and present the support implementary system.Chapter 4 presents how to mine critical customer value based on the case about diesel engine industry.