The Research On The Constitution Dimension Of Customer Value In The Low-carbon Economy Scenario

Bad weather, shortage of resources and serious environmental pollution has become the modern society questions that can not be avoid. Now developing Circular Economy and Low-carbon Economy has become a major trend of the world. At present, China’s Circular Economy development has been from the pilot phase and gradually entered the extension phase, but Low-carbon Economy is just emerging. Xu Kuangdi, dean of Chinese Academy of Engineering, pointed out that thrift was the traditional Chinese virtues, and to promote and enhance the thrift virtue, low-carbon lifestyle, the center of which is low power, low expenses, has been been given a new era meaning. In this sense, being proud of the high-carbon lifestyle and ashamed of the extravagance and waste, should be the proper meaning of the question of the shared values of the whole society and building Conservation-oriented society.If we take Low-carbon Economy as a scenario, then the government, enterprises and consumers are inextricably linked in this scenario as three basic scenario factors. Since the word "low-carbon economy "was first proposed by Britain, it has been an important foothold for the Governments to raise international competitiveness. And some people even suggested that low-carbon economy is the reconstruction of the third world order s..ice the industrial revolution, following the Charter of the United Nations and GATT. In this scenario, the government’s effects of enterprise and consumers accounted for the absolutely leading role while the efforts to build Low-carbon Economy from the angle of improving the interaction between erterprises and consumers is relatively small. But in the reality, Japan is at the forefront of building a Low-carbon Society, in which the enterprises and the public precisely play an active role.Now, many companies are committed to how to implement the concept of Low-carbon Economy in the production and technical aspects. However, for companies, how to provide more customer value to target customers than their competitors do is the fundamental source of competitive advantage. Therefore, just studying low-carbon consumption from the perspective of government is far from enough. Only further in-depth study of the constitution of customer value in Low-carbon Economy scenario from the perspective of interaction between enterprises and customers can enable enterprises to truly benefit from Low-carbon Economy and Circular Economy. And thus the whole society can reach the harmony and unity of the social interests and economic interests in the Low-carbon Economy. This study takes integrating theory with action as principle, and uses a combination of theoretical analysis and empirical research on the constitution of the customer value dimensions in the scenario of Low-carbon Economy which is a localized attempt. First of all, on the basis of the collation and analysis of literatures, combining my own understanding and discovery, I did a scenario analysis on customer value in the scenario of Low-carbon Economy, based on the rational core of the Step6scenario analysis of the Stanford Research Institute (SRI). Then based on scenario analysis of the results I built the model the constitution dimension of customer value in the low-carbon scenario. Then, using the Chinese domestic sample data, I did an empirical test on the added-value part of this model, drawed meaningful conclusions and thus provided a meaningful theoretical guidance on the marketing practices of Chinese companies marketing low-carbon products and services.This study has formally proposed the problem of the constitution dimensions of customer value based on the Low-carbon Economy Scenario, further refined and deepened customer value dimensions, and pointed out that the added social value is the core of low-carbon-related (added) customer value constitutes dimensions; On this basis, I have built the model the constitution dimension of customer value in the low-carbon scenario. I hope this study can play a role of promoting the study of customer value based on Low-carbon Economy Scenario by the theoretical interpretation and empirical research of the constitution dimension of customer value in the Low-carbon Economy Scenario.