Customer Value Management Research

In the past decades , marketing theory has developed greatly , not only in the marketing philosophy but also in marketing methodology , and has been successfully applied in the field of enterprises . At the end of 1 980s and the beginning of 1 990s , consumer value management theory has appeared and became a popular point both in the areas of scholars and in the areas of business. This theory entered our country in the middle of 1 990s , and in the end of 1 990s was put into practice in business , the symbol of which is the philosophy of TCL Group 揷reate value for consumer However ,the definition of consumer value as well as the methodology has been in the stage of research .Based on different principles , different scholars provided different comprehension , among of them , the comprehension based on value chain and the comprehension based on value project are greatly influenced. The former puts emphasis on the quality of consumer value , and latter on quantity .In addition, both of them neglect the demand of consumer. In the synthesis of different scholars?merits , this paper provides the definition of consumer value , which bases on the balance between the quality and the quantity as well as the balance between the supply of product value and the demand of consumer value .Moreover, in methodology , the market signal of information economies is applied into the model on consumer value perception .This model makes use of correlative~analysis among the system of consumer value character ~. the demand of consumer value ~. the consumer ABSTRACT cost ~. and the supply of product value , discovers the consistency of them which is very important to the market subdivision and signal design in enterprise抯 marketing tactics.