基于顾客价值分类的顾客价值创造模式研究

创造优异顾客价值是企业获取竞争优势的前提,是企业存在的根本。目前对顾客价值创造的研究并不能从本质上把握顾客价值的内涵,因此应该在阐述了顾客价值创造内涵的基础上,从顾客价值分类的角度来探讨如何为顾客创造价值,提出了基于可以顾客价值分类的顾客价值创造模式。而围绕着顾客价值的分类,企业不仅可以把握顾客价值创造的方向,同时还帮助企业识别顾客价值创造的机会,为企业创造顾客价值提供了新思路。

Reasearch on Customer Value Creation Model Based on Customer Value Typology

Creation of superior value for customers is a prerequisite for an enterprise to achieve competition advantage,and is fundamental for an enterprise survival.But few studies on customer value creation capture the characters of customer value in essence.This paper analyzes the characters of customer value creation,and then presents customer value creation model based on clarifying customer value typology,which discusses how the question of customer value creation can be framed.Focusing on customer value typology,this model helps to capture orientation of value creation and recognize new value creation opportunities,thus enabling the practitioners to find new directions to create value for customers.