Mobile Operating Companies To Achieve Customer Value Path Analysis

Following the industry structure theory, Bolter's competition strategy theory and resource-based view, customer value theory becomes another hotspot on enterprise business nowadays. This paper analyses the factors, which affect the customer value in the typical industry—mobile operating industry in order to find the ways of improving the customer value. In this paper, the customers are divided into two parts: inner customer (employee) and outer customer. The inner customers are divided into several kinds based on the different function departments, and then the customer value is analyzed kind by kind. Demonstration analysis and historical analysis are used when the outer customer value is analyzed. Quality, price, convenience, service, experience, safety, fashion, brand, entertainment, adscription and information are considered to be the main components affecting the customer value. The importance of each component is calculated in probability. In the paper, several strategy choices are made to actualize the customer value based on the market environment of mobile communication industry and the components that affect the customer value. The intention of this research is to help the enterprise satisfy the customer demands, improve their value and achieve the win-win goal between the enterprise and the customers.