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论文编号：	1190
作者编号：	2120072305
上传时间：	2009/6/10 9:21:21
中文题目：	水务企业顾客价值模型及应用研究
英文题目：	Customer Value Research and Ap
指导老师：	韩德昌
中文关键字：	水务企业 顾客价值 顾客价值模
英文关键字：	water companies; customer valu
中文摘要：	近年来，“顾客价值主张”已成为市场中最流行的名词之一。然而，关于顾客价值的驱动因素——或者说哪些内容使得顾客价值主张具有说服力——人们的看法不尽相同。水务行业的竞争日趋激烈，许多企业都无奈地承认他们自己在市场上毫无定价能力，持这种普遍观点的认知前提是：大家认为所面临的是一个“商品化”的市场 ，价格随着供求关系的变化而变化。但是，水务行业真是这样的吗？这真是一个“商品化”的市场吗？ 当顾客认为企业所提供的产品或服务与竞争对手的没有什么差异时，该产品或服务就变成了“商品”。在这种情形下，顾客做选择的基础和企业之间进行竞争的唯一标准就只有价格了。虽然大多数水务企业顾客价值主张都宣称能为目标顾客节省费用，带来种种好处，但都没有什么证据。水务企业若不能证明自己的说法，顾客很可能会将它的价值主张视为市场营销中的夸夸其谈。由于在降低成本方面受骗的实例越来越多，顾客并不敢轻信水务企业的漂亮话。 本文在运用前人的顾客价值和顾客价值主张理论的基础上，结合水务行业的发展现状，分析了水务行业存在的三大问题，水的安全性和保障性要求提高、行业集中度低、标准化欠缺，并总结出水务企业顾客价值主张存在的三大问题，虚报优点、罗列全部优点和宣传无价值差异点。针对水务企业顾客价值主张存在的三大问题，本文提出了以水务企业顾客价值研究为基础的制定价值主张的系统方法。分析并总结出水务企业顾客价值七个主驱动因素，出水水质、运行稳定性、环境和谐性、专业化水平、工程造价、水价和转化成本，以此设计了水务企业的顾客价值模型。在水务企业顾客价值模型的基础上，本文提出了能够与顾客产生共鸣点的价值主张方法，并详细介绍了展示和证明水务企业顾客价值的三种方式，价值文字等式、提前展示顾客价值、记录顾客价值。顾客价值模型及应用既能为水务公司创造卓越业绩提供一盏指路明灯，又能为创造卓越业绩打下坚实的基础。
英文摘要：	In recent years, the “customer value proposition” has become one of the most popular term in the market. However, with regard to drivers of customer value different people have different views. Water industry is becoming more competitive, many companies have no choice but to admit they have no pricing power in the market, holding the general premise of the cognitive perspective: they are facing a “commercialized” market, with prices deciding only by supply and demand. However, the water industry to do so? This is a “commercialized” market? When customers believe that products or services with no difference between competitors, the product or service becomes a “commodity”. In such case, customers choose only by the price. While most water companies have customer value proposition to target customers, saving costs and bringing benefits, but there is little evidence. Water companies can’t prove that, customers are likely to classify it as marketing rhetoric. As a result of being cheated in the reduction of costs, more and more customers don’t dare believe the high-sounding words from water companies. In this paper, based on customer value and customer value proposition theory, combined with the development of water industry, I analyze three major water utility issues, water safety and security requirements, low industry concentration and lack of standard, then summarize three major problems of water companies in customer value proposition, fake strengths, showing all the strengths and differences points with no value. Facing the existence of three major issues, I suggest water companies to develop customer value proposition based on customer value research. According to the analysis and summary of seven main customer value-driven factors of water industry, that is water quality, operational stability, harmony with the environment, specialization, project cost, the price of water and conversion costs, I design customer value model of water companies. Based on the model I propose “resonating point” method as the best method of customer value proposition in this paper, and explain how to display and prove the value to customers in three ways: value equation, demonstrating customer value in advance, records of customer value. Customer value model and its application not only provide water companies a beacon to excellent results, but also lay a solid foundation.
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