Study On Upgrading Core Competence Of Retailing Businesses Based On Customer Perceived Value

With the rapid development of the world economy and technology, customer needs changed enormously, most of retailing businesses face increasingly fierce market competition. As the new economic growth point of our country, retail industry plays a more remarkable role in the national economy. Moreover, after China's entry into WTO, retailing businesses are facing enormous challenge of multinationals, and how to improve the competence of retailing businesses become the urgent problem needed to be solved as soon as possible under the global environment of fierce competition. Then, with the coming of the marketing concept of "customer-orientation", customer perceived value becomes the lifeline and the new source of obtaining the competitive advantage for retailing businesses. Therefore, it is very necessary and meaningful undoubtedly to study the core competence of retailing businesses from the perspective of customer perceived value.This thesis consists of seven chapters as following: Chapter one is introduction, which will put forward the background, significance, research clue and method, content of this research at the same time. Chapter two is a theory survey, which will review the domestic and international research results in customer perceived value and the core competence, point out the study perspective of this thesis. Chapter three presents the consanguineous relationship between customer perceived value and the core competence. The customer perceived value can guide and improve the development of the core competence. And the core competence should make the basic and protect the development of customer perceived value. Chapter four analyses the infection factors of customer perceived value and customer action separately from customer and enterprise role. Chapter five analyses the customer perceived value of China's retailing businesses compare to the successful foreign enterprises, and then finds the weaknesses of ours. Chapter six studys the methods of constructing the core competence on the basic of customer perceived value, and this chapter institutes the strategy of enhancing the customer. The strategy need the innovation of the company to shape the system to hold up the customer perceived value strategy. Chapter seven gives the conclusions of this paper and suggestions for the research afterwards.