Customer Value Changing Research Based On Grounded Theory

Since the1990s when the concept of customer value (CV) was put forward, the concept caused the common concerns of the marketing researchers and enterprise practice, create and deliver superior customer value became the important content of marketing, CV was also seen as the source of enterprise competitive advantage. With the enrichment of customer value, research and management of customer value also gradually to adynamic perspective from static, dynamic characteristics of customer value was increasingly prominent in the fierce market environment.The study adopts the qualitative research methods which suitable for dynamic process, to obtain first-hand information through interviews, analyze information by grounded theory. Select the representative industry, collection and analysis of customer value elements of various periods of the industry, Description Customer Value dynamic phenomenon; explore the dynamic process of customer value.The refined96key concepts are summarized for the11areas and to further sort out the relationship between concepts, and ultimately establish a theoretical framework based customer value changing. The research reveals the dynamic process of customer value change, further expands the contents of the customer value research, and provides a new perspective.