Enterprise Competitive Strategic Research Base On Product Value

This research focuses on the value of the product and proposed that productvalue has a duality, that is, product value of customer (PVC) and product value ofenterprise (PVE). PVC is based on the customer’s perspective, customers’ judgmentstandard of a product’s value. On the other side, product value of enterprise is basedon the enterprise perspective. Two different perspectives on the valuation of productvalue are totally different. But they also have links and connections.For customer, PVC is the basic judgment to value the size of product’s value andit also the key measurement for customer to make a purchase decision. The PVCincludes two variables, customer revenue and customer cost, and the differencebetween them determine the size of PVC. For enterprise, PVE is an important basisfor making operating decisions and developing new product. In addition, PVE alsoincludes two variables, enterprise revenue and enterprise cost, and the differencebetween them determine the size of PVE. Generally speaking, this researchapproximately can be divided into three parts. The first part is about the PVC, itfocuses on the source of the value of PVC, the composition of PVC, the similaritiesand differences in different types of product. The second part is about the PVE, itmainly discusses the source of the value of PVE, the composition of PVC, the costplanning and value optimization base on the PEV. Moreover, the third part aims toexplore the enterprise competitive strategy base on the product value.To sum up, base on the duality of product value, this research takes off from thePVC, optimizing PVC and PVE by analyzing the source, content and the linksbetween PVC and PVE.Theresearch hopes to provide theoretical basic for enterprises’strategic management and enable enterprises to gain competitive advantages in themarket.