顾客价值战略与企业竞争优势

随着市场营销领域“以顾客为导向”思想的建立 ,市场营销理念出现了从顾客满意、顾客忠诚到顾客价值的变化趋势。顾客价值已被视为企业竞争优势的新来源 ,顾客价值战略成为企业发展战略的重要内容。面对科学技术发展的日新月异以及信息产业的高速发展 ,企业必须依从不同的顾客细分和企业自身的核心竞争力 ,选择适宜的顾客价值定位 ,并以此为核心构建支撑体系 ,整合、协调内外部资源 ,发展企业专有技能、资产和信誉 ,向顾客提供独特的、竞争对手难以模仿的价值 ,从而获取持久的竞争和成长优势。

Customer Value Strategy and Enterprise Competitiveness

With the coming of the concept of "customer-orientation", there appears in marketing the tendency of the change of concept from customer satisfaction or customer loyalty to customer value. The concept of customer value is being considered as a new source for enterprise to have an advantage in competition, and the customer value strategy is an important part of development strategy. The continuous development of science and technology, especially the rapid development of information industry, is forcing enterprise to weight its competitive to make a customer value strategy suitable to different customer categories and set up a self-proposing system by conforming with and adjusting to its resources within and without and exploiting its specific techniques, assets and reputation to provide customers with unique values which are unimitable to its competitive adversaries' reach.