基于顾客价值的企业竞争优势构建研究.pdf

湘潭大学
硕士学位论文
基于顾客价值的企业竞争优势构建研究
姓名:赵云飞
申请学位级别:硕士
专业:工商管理
指导教师:郭新华
20081028
摘要
经济的全球化使企业之间的界限越来越模糊,产品同质化的趋势越来越明显,产
品的价格和质量的差别不再是企业获利的主要手段,因而产品服务的重要性渐渐超过
产品本身。当服务也可被模仿而越来越难以差异化时,企业就不得不将竞争的焦点从
产品竞争、服务竞争转向全方位多手段的整合,来争夺有限的顾客资源。顾客作为难
以替代的根本性稀缺资源和利润的最终源泉成为新一轮竞争的焦点。在这样的背景
下,如何通过顾客价值的经营管理来提升竞争优势成为企业关注的重点问题。
本文综合运用多种分析方法,依据企业竞争优势和顾客价值等相关理论,对基于
顾客价值构建竞争优势的问题进行了研究。本文首先从理论上分析了顾客价值和竞争
优势的关系,揭示了顾客价值与企业竞争优势的内在逻辑。其次,分析了顾客价值到
竞争优势的转化路径,在这一路径分析中导入对顾客行为特征的分析是本研究的创新
点之一。紧接着提出了基于顾客价值构建企业竞争优势的一般模型,并指出构建竞争
优势的实质就是对顾客价值的全面管理。在这一认识的基础上,本文对模型中的顾客
价值管理进行了分析,提出了以业务流程为依托的全过程顾客价值管理框架,这一框
架从顾客价值要素的分析、创新、综合管理等方面详细阐述了基于顾客价值构建竞争
优势的策略。最后,本文结合实际案例对所构建的基于顾客价值的企业竞争优势模型
和顾客价值管理框架的具体应用进行了说明。

关键词:顾客价值;竞争优势;消费者行为;顾客忠诚




IV
Abstract
With the economic globalization,the limit between corporation is ing more and
more ill-defined, the trend of products homogeneity is ing more and more visible,
and the product price and quality are not the main means of acquisition. Therefore, the
product service is more important than product. And when the service can be copied, the
corporation has to transfer petition focus from product, service to win the limited
customer source. Customer,as rare source and headspring of profit, is the strategic source
to petitive advantage. Under such background,how to improve petitive
advantage through managing customer value es the key point of business.
This article, based on the theory of the source petitive advantage and customer
value,analyzed how to obtain or petitive advantage. Firstly, the paper analyzed
the relationship petitive advantage and customer value and explained the inherence
logic of these two concepts. Secondly, the paper illustrated the path from customer value to
competitive advantage by introducing customer behavior character. Then the paper
conceived a basic model of construction petitive advantage based on customer value
and indicated that the essential of petitive advantage construction