The Study On Enterprise Leadership Behavior Based On The Creation Of Customer Value

With integration of global economy and full speed development of market economy, market in China enters into a relatively excessive stage from the shortage stage. The relation changes between supply and demand have caused fundamental changes in relation between enterprises and their customers.The enterprise's success relies on the customer-oriented strategy by caring for a customer's real demands, keeping fine relation with the customer. The unique strategy for an enterprise is that creating and passing on outstanding customer value to increase customer's loyalty and satisfaction to gain competitive advantage.Customer value emerged with the research in competitive advantage. It has become a research focus by marketing scholars and enterprises handlers since 1990s.At present, customer value theory still stays in theoretical stage without practical application. Further research on how to create outstanding customer value is still a subject, though some theories have been accepted by some scholars, such as customer delivered value theory, perceived customer value theory and constitute of customer value theory, etc.Customer requires a series of Values, not unitary. All the requirements form an integrated experience in the process of customer's consumption, not only include the traditional functional value, but also include some non-functional values, such as emotional values and social values. So customer values are divided into three parts as functional value, emotional value and social value in the article.With the upgrade of their demands, customers' requirements are not limited in the fundamental values, such as low price, good quality, complete function and good service. They are seeking for emotional satisfaction and social values. Therefore, enterprise needs to put more energy in functional value, emotional value and social value to gain competitive advantage.In the present stiff competition, the role of the leaders in enterprises is more important in successfully creating outstanding customer values. Thus the validity of leadership behavior needs to be settled urgently. Enterprise's development relies on effective leadership behavior and Chinese enterprises have gradually realized this after the reform and opening-up. The operation of an enterprise not only relies on technology, capital flow, but also effective leadership behavior.Effective leadership behavior can promote popularity, reputation, and fine image of the enterprise. Shrewd entrepreneur is always good at stimulating employees, promoting the popularity, exploiting markets by making use of his behavior. With the stiff competition, the leaders can communicate with target customers directly to transmit information about the product and service. It is also an important way to improve enterprise's popularity and fine image.The article is divided into six parts.Part I is introduction, including research background, significance, research method, and content. Part II is a theory summary of customer value and leadership behavior, is the main part of the article.Part III introduces the constitutes of the customer values. Part IV introduces the constitutes of enterprise leadership behavior, elaborates the relation between leadership behavior and customer value in detail. Part V has carried on the multianalysis to Our country head of undertaking behavior's present situation, and aims at proposes some constructive countermeasure insufficient .And Part VI is conclusion and outlook, concludes the main viewpoints and contribution of the article. It also points out the limitation and defects of the research.