Constitute A Different Family Life Cycle Stage And Income Level Of Residential Customer Value

The housing consumption market of China has gradually established a wholly market system by nearly 20 years of macro-control and self development. Housing consumption is very complex and it includes foods, clothes, residence, travelling, entertainment and many other aspects. At the same time, the families' housing consumption behavior becomes more complex and their needs on this field changes greatly. The competitive market requires the enterprises to grasp their consumer's needs and to establish customer value strategy.Customer value, which is considered as the new source of competitive advantage, has become the focus of management academe since 1990th . Woodruff (1997) asked coporations to gain competitive advantage by offerring superior customer value. The theory of customer value has been applied and developed in theory as well as in practice. As Woodruff has said, enterprises can reserve customer loyalty and succeed in competition only by offerring more value to their customer.Based on the integration of theories, the paper develops a model of customer value and proposes specific indexes to deepen and extend the research. Families are the main consumers of houses. By using the variables of family life cycle stages and family income, it can predict the characteristics of housing consumption. The paper explores the preferences and attribute performances of different families, summerizes the values of houses by factor analysis and finds out different families' customer value structure.In order to achieve the practical instruction of customer value to housing industry, the paper uses the evaluation techniques of Customer Value Curves to evaluate the housing customer value. Furthermore, the paper uses customer segmentation to identify the characteristic of target customers, points out the direction and means to improve customer value, establishes a 2D matrix of FLC stages and income level to describe target customers' characteristic directly and proposes specific and operable strategies of customer value management, which leads to value maximization and sustainable competitive advantage.