Research On Countermeasures Of Enhancing Customer Perceived Value Of Dozoom Consulting Company

The management training industry has shown rapid development since it was introduced into China at the beginning of 1990 s.With the rapid development of training company,as well as the increasing demands on the quality of training from customers,the training industry faces the problems of seriously homogeneous products and those products are also far from the customer expectations.Dozoom consulting company is a small-scale training company,which mainly provides management training services for enterprises.In order to get better survival and development under the fierce market competition environment,it is necessary to make an analysis of the products and services that really bring value to the custome rs.From the aspect of customer perceived value,this paper carries on an investigation of it by the means of questionnaire and interview.Base on the theory of customer perceived value,this paper divides it into two dimensions,which are customer perceived profit and perceived cost.It is found that there are four core factors that influences the customer perceived value of Dozoom consulting company,which covers training quality,prices,services and salesmen.According to these main influencing factors of customer perceived value,and with combination of the actual business situation,the countermeasures of improving the customer perceived value of Dozoom consulting company are put forward from the aspect of product strategy,sales strategy and service strategy.The product strategy includes product positioning,selection of trainer,optimization of training content and strategy of pricing.The sales strategy covers the selection,training,assessment and incentive scheme of salesman.While the service strategy includes the setting of service standard and selection,training,assessment and incentive scheme of service personnel.The research result of this paper is not only beneficial to improve the customer perceived value of Dozoom consulting company and enhance the customer satisfaction,but also reveals the important significance to the Dozoom consulting company,on providing the guidance on setting up training service standard and selection,training,assessment and incentive scheme of salesman and service personnel.