Btob Customers' Needs Based On Customer Value Detection System

Under the background of economic globalization, technology is changing with each passing day, and the competition between companies getting more and more violent. It has become the common topic among the researchers and practitioners about how to provider customers what they want in order to catch hold of their hearts.Since the beginning of 1990s, customer value has gradually appeared in the lists of research priorities in some marketing theory research organizations. The concept of CV means the trade-off between customers' benefits and sacrifices accompanying with the offerings of supplier. Therefore, customer value can be raised by increasing benefits or decreasing sacrifices. If a company wants to obtain sustainable competitive advantage, it should be market and customer oriented, and creates more superior customer value than competitors. While to achieve this aim, we should firstly find out what customers count and their value construct, that's customer demand. Then, we can take measures to increase CV accordingly.Customer demand is various and changing all the way. Different customer and customer in different period, will use distinct criteria to measure value. This dissertation aims to find out the general rules of customer demand based on the CV theory. Through the literature review in this field, we summarized the construct system of CV, and brought forward the model of CV construct and its influencing factors. To prove this model, we investigated more than 60 enterprises by questionnaire, and used SPSS to analyze the investigation data scientifically. Then, we proposed the customer demand exploration system. This tool's maneuverability has been proved in the case study section. It can be used to make primary judge of the different customer's demand. And this will help companies to develop efficient marketing strategies.There are mainly three innovational points in this dissertation. Firstly, based on the integration of CV construct and hierarchy theory, we put forward the CV construct system with two dimensions of scope and depth, which included individual items. Secondly, we used the organization purchase behavior theory for reference to make research on the influencing factor of CV construct. Thirdly, we conjoined the research methods of questionnaire and case study, while preceding research mainly used either interview or case study.