Study On Customer Value Chain Optimization Of Qinghai Tibetan Medicine Enterprises

With the increasingly complex pharmaceutical market environment,Tibetan pharmaceutical enterprises are facing increasing competitive pressure.In order to enhance the market competitiveness of Tibetan medicine,Tibetan medicine enterprises must adhere to the customer-value-oriented marketing concept.Customer value is the ultimate source of enterprise value.Promoting the maximization of customer value can enhance the core value of Tibetan medicine enterprises.Based on the research of customer value chain theory,from the Tibetan medicine enterprise development present situation and marketing status,to analysis the composition of Tibetan medicine enterprise customer value chain and build a Tibetan medicine enterprise customer value chain model,by using structural equation model to verify the product value,service value on customer perceived value of the positive influence,partial mediation effect of emotional value and social value in emotional adjustment effect between value and customer perceived value,and puts forward the promoting of Qinghai Tibetan medicine enterprise customer value chain optimization Suggestions,and the research conclusion:(1)The Tibetan medicine industry overall development is good,but the medicine enterprise marketing layout is still a lack of attention;(2)Customers have a low awareness of Tibetan medicine and lack of understanding of its culture and production process;(3)Improving the basic value and social interests of Tibetan medicine is conducive to improving customers' willingness to repurchase Tibetan medicine.