基于顾客价值供求模型的价值决策分析

尽管国内外有关顾客价值的研究已经有20多年了,有关顾客价值含义的界定却众说纷纭,顾客价值与顾客购买决策行为深层次的互动关系仍然是众多学者力求解决之谜。本文根据消费者购买决策行为理论.创造性地提出了顾客价值体系概念,并结合企业价值供给和顾客价值需求构建顾客价值供求模型,然后分析顾客价值决策过程,最后得出有关结论。

Analysis of value decision based on the customer value supply-demand model

There have been studies on customer value for more than two decades at home and abroad, yet no final definition has been found out. The reciprocal relationship between customer value and customer purchase decision behavior still remains a problem open for explanation. Based on the customer purchase decision behavior theory, this paper proposed creatively the concept of customer value system and drew a customer value supply - demand model considering the company value supply chain and customer value demand chain. Finally the paper analyzed the process of how customers make decisions.