The Structure Of Evaluation System Of Service Enterprise Competitiveness Based On Customers' Value

With the developments of society and the changes of economic environment,customer value as a business philosophy has been widely accepted by both domestic and international enterprises.The market competition environment is transferring from the seller's market into buyer's market,consumers has gained more and more choices from this structural change.Furthermore,the method of obtaining competitive advantages purely from the factors such as price or quality cannot meet the needs of the current situations.Multi-level consumption demands of customers are constantly concerned,and most companies are beginning to treat customer satisfaction as a comprehensive index of own competitiveness.In order to improve enterprise competitiveness,many scholars and companies take more theoretical and practical researches to continuously increase creative and sustainable enterprise competitive advantage.According to a great amount of practical experience,if a company can provide better customer value than competitors,the competitiveness of the enterprise will eventually improved.Service industry is an important part of the national economy,its development level becomes the prime symbol for the economy,so the competitive ability is a significant factor in service industry.Because of this,exploring the effects of customer value to the service enterprise competitiveness has certain theoretical and practical significance.This article reviews the previous related theories about enterprise competitiveness,the theory of customer value research,choosing the high contacted service enterprises in daily life,telecommunication operators as the research object.On the basis of the telecommunication industry in today's society,showing some of the industry characteristics,exploring about the relationship between customer value and the competitiveness of the telecommunication operators through empirical analysis method.Through improving the competitiveness of telecommunication operators based on customer value system and the telecommunication operators competitiveness evaluation model,on the basis of survey data of three telecommunication operators,China Unicom,China Telecom and China Mobile,measuring the competitive level,to put forward some suggestions of improving competitiveness of telecommunication operators.Firstly,this article studied researches of relevant theory of customer value and enterprise competitiveness,on the basis of this,the relationship between customer value and enterprise competitiveness are analyzed and summarized.Secondly,based on scientific data analysis,by adopting questionnaire survey to investigate the competitiveness level of Chinese telecommunication operators and using exploratory factor analysis and spss software,the customer value model based on competitiveness of telecommunication operators is established.Furthermore,using the analytic hierarchy process(AHP)to get the percentages of various indicators of,the results obtained from telecommunication operators competitiveness evaluation modelwhich based on customer value.In this study,the competitiveness model of telecommunication operators based on customer value is divided into five secondary indexes,function value,economic value,business hall perceived value,service value and brand value.Through the analyses of this five indicators,the competitiveness level of the three operators from high to low is: China Mobile,China Telecom and China Unicom.Finally,putting forward essential solutions to strengthen the competitiveness of telecommunication operators: setting up the comprehensive outlook of service,building the customer-orientated strategy support system,strengthening the customer relationship management,improving the development and management of the branches,relying on technological innovation,increasing operation and function value of the business,implementing differentiation marketing model.