| VIP Service is a marketing tool launched by modern service enterprise to increase customer loyalty and service sales in response to the increasingly fierce market competition. More and more industries and businesses , such as telecommunications,banking,beauty shops,airlines and even hospitals set VIP services,and maximize the profits of high-end customers. Many service companies, through the implementation of VIP marketing , target customers , promote consumption with service to increase turnover,and achieve good results. However, the VIP's popularity began to spread,leading to a devaluation of the VIP. Many enterprises do not pay attention to the quality of customers, and develop at random in order to attract customers, so that the consumption level of VIP is irregularity. The distinguished high-end VIP has become increasingly popular. Especially with the VIP customers increasing,many companies increase some constraints on some original services and benefits,so that the special services of VIP are not reflected. One hand, this makes some really high-end group, do not want to remain in this growing circle, which does not reflect the superiority. On the other hand,many companies show preference in the service,and violate the rights of non-VIP customers,leading to dissatisfaction of non-VIP. Thus,customers and related executives in service companies began to think about the value of VIP. At the same time,some scholars find that the company's largest customers are not bound to maximize profits for the company. Largest customers often need a degree of services and maximum discounts. Although the smallest customers pay the full price of the product,and receive a minimum of services, the transaction costs they generate,will reduce the company's profit. Thus, effective r service for VIP is becoming more and more prominent, and the value of VIP service also began to cause people to reflect.Value-based competition requires VIP service providers can clearly define and measure the elements of VIP customer value. With VIP service standards and measurement of credibility,service organizations can optimize the necessary dynamic element while providing the VIP services. Well defined and value-based VIP service measuring method allows organizations to assess existing services,investment returns,and makes organizations calculate the expected return according to the new service design and new service innovation. Without measurable performance results, VIP service organizations will not be able to provide service,which is stable and achieving the quality of desired. Value measurement and optimization of VIP service will translate the strategic and service design into the value based implementation for service provider.The author selects green channel VIP service (i.e. VIP lounges service at the airport and railway station) in the telecommunications VIP services as the object of study. And then,the author evaluate,analyzes and compares VIP services from three aspects: firstly,through developing VIP service value measurement scale,the author surveys VIP in a particular VIP lounge (car) Indoor at the airports and train stations with questionnaires,and analysis the overall perception value of VIP service for customers from the perceptual dimension. Second,through developing VIP service value perceived and contrast measurement tools,the author analysis and compares the value for VIP,who enjoys the VIP service,and input costs for VIP service. And then the author tests the value for VIP from the rational level measurement. Third,the author analyzes the economic value of VIP for telecommunications companies from comparing the call consumption by investigating in VIP lounge(car)Room at specific airport and railway station,with the average monthly construction cost of telecom VIP lounge at the airport and train station(by car)room. This paper uses four kinds of research methods(i.e. literature,interviews, questionnaires,and input-output analysis)to address the following four aspects:(1)What's the meaning and significance of VIP services? What are the relevant management and marketing theories behind VIP services? (2)How to understand the VIP service value? What is its meaning? What are the differences and connections of VIP service value from enterprises perspective and the customer perspective?(3) How to measure VIP service value? How to measure VIP service value from enterprises perspective and customer perspective?(4)Whether the overall theoretical framework can be formatted to test VIP service value?During the process of the study,the author first reviews the correlation theories and methods,such as VIP service,service value,customer equity and value measurement,which make the theoretical preparation for the final research. And then , the author summarized and analyzed VIP service value assessment methodology,on which theoretical framework is formed,and research hypothesis is proposed. Then,through the literature review,the author concludes the specific research methods,evaluates VIP customer perception of service value and verifies the relevant research hypothesis,by questionnaires. In addition,by literature review, the author actually calculates VIP service value, which enterprises provide, and verifies the relevant research hypothesis,by investigating the cost and profits of VIP service. Finally,the author summarizes and evaluates the overall VIP service value, proposes some suggestions about VIP services improvements,and also summaries the limitations and future prospects of the thesis research.In the part of overall perception assessment of VIP service value, the author developed an overall perception assessment scale of VIP service value with the help of interviews,data analysis and previous research results. And through pre-testing, the author correct the measurement items of he survey scale,which make the scale better reliability and validity. Then,based on the adjusted scale, the author conducts formal survey questionnaires,and verifies assumptions of thesis research. Test results are as follows:VIP service value perception evaluation scale includes functional value,social value,and emotional value,which are verified. The functional value can be divided into service facilities functions,service people functions,services, service product function and service price function,which are verified. VIP service functional value perception has a positive effect on VIP use willingness. VIP service functional value perception has a positive effect on VIP use willingness. VIP service facilities functional value perception has a positive effect on VIP use willingness. VIP service people functional value perception has a positive effect on VIP use willingness. VIP service product functional perception has a positive effect on VIP use willingness. VIP service price functional perception has a positive effect on VIP use willingness. VIP service social value perception has a positive effect on VIP use willingness. VIP service emotional value perception has a positive effect on VIP use willingness.On the comparative evaluation of VIP service value perception,the author develops a scale of comparative evaluation of VIP service value perception based on the related research results. And through pre-testing,the author corrects the measurement items of the survey scale,which make the scale better reliability and validity. Then,the author conducts a formal questionnaire based on the adjusted questionnaire,and verifies the research hypothesis on the basis of further inspection. Test results are as follows:Customer perceived VIP service benefits have a positive impact on VIP service value perception,which is verified. The VIP service costs perceived have a negative impact on VIP service perception,which is not supported. In addition,the study concludes that VIP who enjoy services of China Unicom in the green channel perceives much higher service value.On the input-output evaluation of VIP services value,the author obtains a part of the input cost data of VIP green channel service of Jilin China Unicom including the fixed cost data,personnel cost data and variable cost data. At the same time,the author gets part of VIPs'telephone charge data and part of representative non-VIPs'telephone charge data. Based on the comparison of benefits and costs on the guidance of input-output analysis,I found, the telephone charges of VIP are much greater than that of non-VIP for enterprises,that is to say,VIP can bring more sales revenue than non VIP for enterprises. In addition,the average annual income created by VIP is greater than that created by non-VIP,that is to say,VIP can bring more profits for enterprises than non-VIP.
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