Enterprises' Technological Innovation Based On Customer Value Research

Along with the continuously increased competition of the market, the enterprise obtains and keeps the competitive advantage by the technology innovation, which has already got broad consensus by the entrepreneurs and in the theoretical area. While the competitive advantages come from the value created for the customer by the enterprise. At present, in our country, many ideas of enterprise technology innovation are not based on the analysis of the customer but most rooted in the technology or the leader's personal judgement. So most of the products are not in season just die because of the dislocation between technology innovation and the customer value. Therefore, the relationship between the enterprise technology innovation and customer value appears very important, and has important theoretical significance and practical significance. This paper holds that the effective enterprise technology innovation and the customer value should be combined organically, finding out the conjoint point of the customer value and the technology innovation, studying relationship between the customer value and the enterprise, building the model based on the customer value and the enterprise technology innovation and providing a new theory basis for the enterprise technology innovation in our country.This paper mainly uses the theory analysis and logic reasoning methods to establish the theoretical framework of enterprise technology innovation based on the customer value. Firstly,this article from the purpose of the enterprise technological innovation introduces the creation of customer value,points out that the nature of enterprise technology innovation is creating value for customers, and furthur analyzes the interacting relationships between the customer value and technological innovation:enterprise technology innovation see customer value as the guidance, the customer value promotes the enterprise technological innovation, technology innovation creates customer value further. Secondly, according to the theoretical basis of the value created by enterprises,this paper analyzes the changing process of the products customer perceptive value, the corporate profits and the overall value before and after the enterprise technology innovation, builds the enterprise technology innovation model,which based on the customer value,and gets the logical approach of the enterprise technology innovation-increasing customer value-raising customer perceptive value, reduceing production cost or both simultaneously.Thirdly,it comes up with the approach of enterprise technology innovation based on the customer value--product innovation,technology innovation and service innovation; then makes the right enterprise technology innovation decision according to the enterprise environment and customer needs, and many other aspects on the basis of investigation and study combining with the actual situation of enterprise,and expounds the process of technology innovation based on the customer value, and optimizes the combination of all kinds of resources for enterprises,make elements at the lowest cost enterprises obtaining the maximum economic benefits and social benefits. Finally,it further demonstrates the problems of the research through the case analysis of Procter & Gamble.