Based On Enhance Customer Value Enterprises Communication Strategy Research

Enterprise's existence and the development can not be separated from the communication. Effective communication can help the enterprise to achieve the set objectives. In the market economy, enterprise has always been in the spare no effort in the pursuit of competitive advantage. More and more enterprises concern to the perspective shift from the industry and competition to the customers and customer value. The enterprise hopes provide the ordinary product which can satisfy customer value through the value innovation, and provides the higher quality customer value for the customer. However, at present, the Chinese enterprises all has existed any errors in communication concept and methods. Lack of the integrity and consistency communication, Enterprises unable to achieve the goal of enhancing customer value.The mainly part of the paper beginning with the Chapter III: the elements of customer value analysis, basis on Kotler to customer value constitution, Elements of customer value will be divided into two parts: Elements of the customer total value (Product value, Services value, Staff value and Image value) and Elements of the customer total costs (Monetary costs, Time costs, Physical costs and Mental costs). In chapter IV , basis on four Communication elements, Analyze the status of corporate communications activities, find out the problems in current enterprise Communication and pave the way for the Chapter V. In the fifth Chapter , put forward four major strategies: the differentiation strategy, Image strategy, Targeted strategy and Media integration strategy, these four strategies address in solve the problems in enterprise Communication.The author stands in enterprise's angle, take enterprise this whole as the communication main body, make use of massive cases and communication study classical theory, based on the customer value analysis and activities ,makes every effort to solve the problem exists in the enterprise communication, In the end of the paper , emphatically proposed many strategies suggestions in order to enhance its enterprise's customer value ,develops for the enterprise pours into new vigor.