A Research On The Strategies And Applications Of How Chinese Domesitc Retail Business Enhance Customers'Perceived Value

Facing of such severe financial crisis, China has been stepping up economic restructuration, and the retail sector shows a rapid development trend. However, due to financial constraints and several non-operational factors, China's domestic-funded retail companies slowed their regional expansion. Foreign-funded retail companies are in a better control in term of management, finance, HRM, etc. compare to domestic retailers. Therefore, how to enhance our core retail competitiveness? This is the main question I will answer.Simultaneously, alone with the improvement of the maturity of the customers' consumption awareness and improvement of the laws and regulations, the competition among Chinese retailers steps into the "era of customer needs". As a result, customer's value perception becomes an essential lifeline and a new source for gaining key competitive advantage in the retail businesses. From a consumer's perspective,"creating value for customers, satisfying consumers'needs" is referring to enhance the customer perceived value. To improve customer satisfaction and loyalty is to, from customer's perspective, understand the customer experience and provide more products and services than what customers expect.As the customer's value perception is the key connection between customers and products, an investigation from the aspect of the customer's value perception on how to enhance the core competitiveness of the retail business become strategic.This paper is divided into seven chapters investigating mainly strategies that can be applied to the domestic retail enterprises from the perspective of the customer perceived value and how to enhance the core competitiveness and the applications of relevant theories using as a case study Carrefour Commercial Co., Ltd. Dalian.The introduction of this paper will present The source idea from lecture, The aim of this research As well as the methodology follow. Based on a large number of relevant books and articles, review the aspects of the perceived value of the current domestic and international customers, as well as the overall theories of the core competitiveness. Chapter Three discusses the relationship between customer perceived value and competitiveness of the retail core, and present thru a practical theories "how to enhance the core competitiveness of the retail business related strategies"Chapter Four describes the impact of customer perceived value drivers.In Chapter Five, a critical analysis regarding the customer perceived value on domestic retail business is undertaken, recommending appropriate strategies.Chapter Six explains the application of customer perceived value on the daily operation. In conclusion this study will point out a current lack of current research on this topic and directions for future research prospects.