The Study On The Change Of Customer Value

With the increasing global competition and slowdown in economic growth, enterprises in order to establish its unique competitive advantage, turns their visions from the internal management to improve the external factors. Customer value is the basis of all marketing activities, and the companies who provide customer value can share a long-term survival and development, therefore customer value became the element that is the most concerned of the enterprise. Customer value is dynamic, and customers will evaluate the service and product differently in different stages. However, most of the current research on customer value pays more attention to the static nature, rarely involving the change of the customer value. How the customer value will change in different consumption stages, and what is the relationship between the consumer personality characteristics and customer value changes, scholars and business managers still have no idea. To study the change of customer value, we can fill in the blank of customer value research and help operators to know the customers’ needs, hence improving marketing efficiency, fostering competitive advantage. Therefore, the study of customer value is of great significance, which can help to enrich relevant researches and help companies specify the direction for development.In order to illustrate the ideas, the article combines the methods of theoretical research and empirical research, and takes private car industry as research example. This paper is divided into six parts. The first part is the introduction, and in this part it mainly analyzes the necessity of the research, expounds the contents and frame of the paper, reveals the research methods and the innovations, and defines some concepts. The second part is the literature review and theoretical basis. This part reviews the concept and the classification of customer value, and summarizes the relevant theory of customer value dynamics, combines the relevant research of customer experience and customer value. The third part is the development of the customer value scale of the private car industry. In order to improve the accuracy of the measurement, this paper has developed the scale of the customer value in Chinese market environment. The forth part mainly describes the hypothesis and research model. Based on the development of the scale, the research put forward 10 hypotheses about the change of customer value and customer experience. The fifth part is data analysis and hypothesis verification. Through the paired sample T-test to, this part verifies the change of customer value and the role of customer experience. The last part is the research conclusion and the management significance of this paper, and the research limitations and the future research directions are also described in this part.This paper takes the customer value as the research subject, and the change of customer value and the regulation effect of the customer experience are studied. The research result shows that the relative weight and the value will change from pre-purchase to post-purchase. The weight and score of the emotional value and the symbolic value will fall, while the function value and cost advantage will rise. Besides, the customer experience will regulate the change of customer value, and the experienced group’s customer value change significantly. In this paper, the quantitative research method has been used to reveal the change of customer value, which breaks through the limitations the relevant study and provides a new way to the automobile manufacturers and scholars.