Manage And Structure The Competition Advantages Of Enterprises In The 21st Century On The Basis Of Customer's Value

With the economic globalization, quick in formation proliferation and shortening of product life cycle, enterprises all over the world have paid great attention to the shortage of competitive advantage.There are at least there perspectives of competitive advantage research. They are customer perspective, enterprises resources perspective and competitor perspective. Though Porter and Woodruff have long ago proposed the view that customer value is the source of competitive advantage, researches still regards customer value as one prerequisite to competitive advantage, and there are no empirical researches on the relationship between them. This paper starts from the customer value concept, generalizes and refines the customer value characteristics, and demonstrates that customer value is the most important source of competitive advantage. With the help of existent research findings, this paper brings up a set of process methods, techniques and tools to develop customer value based competitive strategy.This paper' s theoretical meanings are as follows. First, this paper sorts over the existent customer value definition of customer value definition, generalizes the characteristics of customer value and proposes a more precise definition of customer value. Second, empirical researches demonstrate that customer value is the most important antecedent, and pave the way for the customer value and competitive advantage theory development. This paper' s practical meaning is that a set of principles, processes, methods and tools hasbeen development with the help of existent research findings. It will produce large application value for enterprises to face competition and formulate strategies.