Study On Customer Desired Value Change In The Market

Customer value is the source of advantage in the competition between corporations in the 21st century. More and more corporations are taking customer value strategy in order to increase profit and remain subsistent in the future. It is required that the managers be aware of the customers'demand and what the customers could get from the product, service and the supplier. But customer value will be changing constantly, and these changes are very strong and quickly in some industries. So corporations should not only depend on the currently available information about customer value. They also have to study the conversion of customer value, especially the customer desired value. Being more aware of the customers'future demand, corporations could be more reactive and have more competitive advantages.First, we introduce the development of the research on customer value, summarize the points of the former research, and make objective comments on them based on which we start our study.Second, we introduce the basic theories of customer value and customer desired value which are the theory fundamental of this paper. We mainly introduce the meaning and characteristics of customer value as well as the types, dynamic characteristics and structure of customer value. And we also introduce the relationship between customer value, purchase decision and satisfaction. Then we analyze the change of customer desired value and construct a concept model which includes the following parts: factors that affect the change of customer desired value; form and intensity of the change; corporations'reaction to the change of customer desired value.Finally, this paper conducts a empirical research based on the practical data from the mobile phone market in university. The research includes two parts of which the first is to measure the structure of customer desired value in university and the second part is to measure the change of customer desired value. The research confirms the concept model and can be use as reference for the following study of customer value.