Build A Competitive Advantage Based On Customer Value Research

The source and constructions of the corporations' competitive advantage is always the core contents of strategic management. Along with more intense competition, changing customers' need and rapid developing technology, the corporations are faced with more and more complicate operating environment. The traditional strategic management theories based on competition theory ignores the customers' affects on the corporations' competitive advantage. Recently, the knowledge of customer guide leads to the climax of customer studding.However, the customer value study mainly focuses on conception definition and measure methods now. There is little discussion of cardinal principle which corporations gain competitive advantage by customer value in dynamic operating environment. This dissertation divides customer value into basic customer value, satisfying customer value and fascinating customer value through the degree of its' satisfying customer needs, then carefully analyses the use principle of customer values' three layers in corporations gaining competitive advantage. This makes the study about construction competitive advantage based on customer value deep and systematic. The author tries to find out why and how customer value leads the corporations to gain competitive advantage.On the bases of literature reading, this dissertation adopts the inductive method and deductive method to study the conception of competitive advantage and customer value, builds a strategic logic model of the corporation gaining competitive advantage based on customer value, discusses the principle and methods which constructs competitive advantage based on customer values' layers.The dissertation thinks customer value can dynamically reflect the change of corporations' operating environment, and it' s the essential of the corporations gaining supper-profit. The fascinating customer value is the core source of the corporation gaining supper-profit and it can lead to customer loyal and market leader. Therefore, the key of the corporation gaining competitive advantage is to provide the fascinating customer value.