Customer Oriented Strategic Positioning Transformation And Capability Reconfiguration

In the consumption era dominated by market economy,customers are not only the core of market competition,but also the strategic resources of retail and service industries.Perennial hovering over the enterprise,customer orientation issues become the pursuit of sustainable operation and development of the golden rule of change,but how to implement this logic from the strategic level is still slightly insufficient.In recent years,review the enterprise strategic practice,many enterprises emerged because of the emphasis on customer value,making appropriate strategic positioning and have the unique advantages of enterprise.The topic of customer-oriented strategic research is looming.Clarifying customer-oriented strategic positioning is helpful for enterprises to establish competitive advantages from outside to inside and win from the market side in the era of VUCA.Based on the research of strategic positioning,customer orientation,customer characteristics and capability reconfiguration,this study tries to solve the black box of "strategic positioning process under customer orientation".Taking Yadea and Firmus as the research objects,this paper carries out an exploratory double case study.Firstly,it analyzes the relationship and interaction between customer characteristics,demand and cognition attributes in the process of enterprise development,and analyzes the possibility of exploring enterprise positioning from customer characteristics.Secondly,based on the extracted information,the paper analyzes the customer focus and strategic positioning transformation in the strategic process of the case enterprise,and explores the transformation process of corporate strategic positioning under the customer orientation.The behavior and characteristics of enterprise capability upgrading are analyzed and the process of strategic capability reconfiguration under customer orientation is summarized and discussed.Finally,it analyzes the capability support mechanism of different positioning transformation,and then summarizes the customer oriented strategic positioning.The research draws the following conclusions,(1)Customer dynamic change is the key factor for the transformation of enterprise strategic positioning.Among them,customer characteristics are complex,segmentation is the basis of customer differences,demand is the key to affect customers’ purchase choices,and customer cognition is the key to affect value judgment.The mutual influence and superposition influence among the three constitute the change of customer characteristics.(2)The process of enterprise strategic positioning is represented by the formation of customer logic,the jump in demand satisfaction and the reinforcement of dual cognition.The process of customer-oriented strategic positioning is not just limited to the marketing innovation in the field of market segments,but requires enterprises to cultivate the continuous evolution and optimization of market elements,and creates a new market evolution track for enterprise capacity upgrading and product innovation.(3)The process of customer-oriented strategic capability reconfiguring is driven by customer focus,and it adapts to the requirements of strategic paradigm shift and positioning change by means of substitution,transformation and evolution.The three reconfiguration methods are realized through supply-demand gap analysis,multiple imitation and normative formation steps,capacity assessment,integration of external factors and process value enhancement steps,and development space mining,core capability development and market positioning explicit steps respectively.In addition,capacity reconfiguring Bidges the strategic gap by reducing costs,increasing transition buffers and activating core capabilities to improve efficiency.The constructed strategic supporting capacity has the emphasis on the complement of the missing strategic supporting capacity and the upgrading of the existing strategic supporting capacity.