Study On The Appraisal And Optimize Of Customer Value

In the modern age of fierce competition, the biggest problem for CEO is how to attract customers and maintain the growth of enterprise continuously. The traditional differentiated strategy, such as the function and cost of the products, has become more and more unclear. So the senior executives are forced to look for new methods in order to keep the appeal to goal market. With the concept of customer-orientation in the marketplace established, customers have became the focus of the enterprise, the customer value also has become a hotspot on the international business management fundamental research and the practice application. Its purpose is to create and increase customer value, and it regards turning common customers into royal customers as its aim. This new theory has basically changed the operational models and conceptions of modern enterprises. Customer value strategy has been the important part of the customer-orientation enterprises development strategy, and been regarded as the next source for competitive advantage.The western marketing scholars also gave many different definitions about customer value from their respective research fields or standpoints, but now there is no a general accepted definition about customer value both in enterprise field and in academic field .First of all, the thesis summarizes and analyzes the actual international literatures about the customer value, discusses the primary customer value concept theories and customer value characteristics . Then it discusses the relationship between customer value and the other customer value oriented theories such as customer satisfaction , customer loyalty, customer relationship management and so on, and make a comment on the classic appraisal models of customer value.After that, on the basis of those theories , in the point of utility theory view the thesis constructs a vector model of customer value . It is measured from the three value dimensions of economic value, function value and psychological value , by evaluate the weight of every value dimension and the measurement of the value point . The model the thesis constructs can be easily use to inspect the changes of customer demand , and is useful for enterprise to improve and create customer value in response to these changes.Finally, the thesis analyzes the process of the customer determination and the measured result of the customer value , and suggests some useful optimizing strategy in the aim of optimizing customer value . It uses the Haier frequency conversion air conditioning for case research . In aim of optimize customer value , it puts the customer value research on theory into the enterprise practice. So it surveys and analyzes the customer value of the production in order to prove its feasibility and effectivity.