Theoretical And Empirical Study On The Determination Of Target Customers Based On Customer Value

In the increasingly fierce competition, customers demand more prominent market environment, enterprises in order to obtain and maintain competitive advantage of its marketing model is also slowly from the traditional product marketing model is further transformed into customer marketing mode. The determination of target customers is an important prerequisite for the implementation of enterprise strategy. Therefore, how to use customer value to determine target customers in customer marketing mode has become an urgent problem for enterprises and academia.On the basis of the existing customer value theory and competitive advantage theory , this paper puts forward the theory and empirical research on target customer determination based on customer value. First, from the enterprise strategy, enterprise value and customer marketing theory three aspects to explain the necessity to determine the target customers; secondly the analysis of the target customers to determine the different from the enterprise perspective and customer perspective;again through customer value maximization and the realization process of customer value based on customer purchase decision process is analyzed, how to clear the customer under the guidance of customer value idea selection process of target product; then according to the customer in the guidance of customer value under the idea of target product selection process so as to push back theory to determine the model to determine the target customers based on customer value; finally, through questionnaire investigation and data collection forms that use the single factor variance analysis, multiple comparison and correlation theory analysis method this paper makes an empirical analysis, further to the customer value based on the target Verify the theoretical research and operational implementation of the customer.The products and services the influence mechanism of customer value to realize the process of exploring different customer value maximization in a practical way; the use of external internal customer demand and consumer psychology as the core of the comparison and competition is the core of comparing the proposed purchase decision process of customer value based on customer; finally put forward a complete set of based on the customer value theory to determine the framework of target customers, It is rich in customer value theory.