论顾客价值驱动的需求演化过程

顾客需求是一个动态的概念,具有高度的时空与情境依赖性.随着顾客的成熟,顾客需求的内容和结构是不断变化的,如何动态把握顾客需求是具有现实意义与理论价值的课题.顾客需求演化主要是由内在动机和外在刺激所引起的.在顾客需求驱动因素的作用下,期望价值与感知价值的互动机制改变顾客的购买行为.顾客购买过程就是顾客需求实现的过程,针对需求实现程度的不同,保留原需求状态中的某些需求,同时产生新的需求,从而导致需求结构和内容的不断演化.顾客需求演化过程的研究为企业准确把握顾客的需求、进而谋求企业的可持续发展提供相应的理论支持.

Exploration of Customers' Value-Driven Demand Evolution

Customer demand is dynamic,context-dependent and highly dependent on time and space.How to grasp customer demand dynamically is a meaningful and valuable task both in theory and practice.Presently,there is little theoretical study on the evolution of customer demand.Customers do not passively adapt to the changing environment,but actively seek the variation of demand.With the increasing maturity of customers,the content and structure of their demand is constantly variable.Thus the evolution process of customer demand can be divided into three stages: product demand,service demand and relation demand.The three stages are interactive and their process of evolution follows certain rules.But how does the evolution of customer demand occur? We propose a model to explain the issue.In each specific stage,the demand state is described as a hierarchical combination of three needs: basic need,satisfaction need and attraction need.If an evolutionary perspective is adopted here,the rule in demand evolution is that attraction need emerges and transforms itself into satisfaction need and hence satisfaction need into basic need.The dominant need in the latter stage constitutes the attraction need in the former stage.It is due to the stimulating force of the attraction need that three levels of demand evolve and develop in their respective stages.Finally,we would like to express our view on the driven force behind the evolution of customer demand.The evolution of customer demand is driven both by the internal motive and the external stimulus.Through the interactions of all driving factors of supplier,customer and environment,the interactive mechanism between the desired value and the perceived value can influence and change the customer behavior.Conversely,the changed customer behavior has an impact on the behavior of the enterprises,giving rise to the change of external stimulus and finally leading to the actual evolution.Customers' purchasing process is virtually the process of meeting needs.In the light of the standard of satisfaction,customers retain some demands of the former state and generate other new demands.This will result in the continuous evolution of the content and structure of customers' demand.The research on the evolution process of customer demand is helpful and beneficial to the enterprises in grasping customers' demand and provides a theoretical basis for their sustainable development.