Study On The Customer Experiential Value Based On Value Engineering Theory

The customers choose products or services mostly according to their perception of it. Withthe experience economy coming, people’s consumption concept has changed a lot, which has asignificantly affected customers’ comments on the products or services. Under this circumstance,the behavior of customers for picking products has been being complex. And so is their consumerpsychology. Therefore, enterprises focus more and more attention on customer’s satisfaction andstudy on their consumer psychology. Not only does the enterprises care about customers’satisfaction produced by highlighting product’s quality and function but the customers’ satisfactionin the process of consumption which is what we call the value of experience. Nowadays, theresearch for the value of experience lacks of measurement for this value, which is mostly aboutexperience marketing. This paper mainly put forward the coefficient of customers’ experiencevalue with the theory of value engineering. And This coefficient focuses on the influence ofproducts’ function and cost on the customers’ experience value. Also the model of relativeexperience value can analyze the different experience value from different products and services atthe view of customer.The main idea of this paper is: firstly to interpret the various definition of customerexperience, to conclude the element which affects the customer experience based on analyzingliterature and make up the model of customer experience value. Secondly, with analytic hierarchyprocess to find how these elements affect customer experience and the degree of the effect.Thirdly to put this degree into the model of relative experience value to analyze this case. On thewhole, this paper focuses on two basic questions:"what is the latitude of customers’ experiencevalue" and "how to evaluate and manage this value." Anyway, this paper has drawn two concludes:first, the customer experience value analyzes the proportion from the aspect of core product, theaspect of services and the aspect of experience, and with the theory of value engineering to findout the optimal proportion point between the experience function and experience cost. Secondly,in the process of consuming products, the experience value can make significant effect on thewhole value of the customers get. Thus, this paper has come up with a method of customerexperience value management for those Experience Marketing managers: analyze the demand ofcustomers for experience, know and recognize customers, erect a platform of customer experienceand communication and get the feedback of customer experience. Through a series of process toerect a system of customer experience value, we can achieve a maximum of both customerexperience value and enterprise value.