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论文编号：	2032
作者编号：	2001007
上传时间：	2010/5/18 11:31:08
中文题目：	新经济时代的顾客价值研究
英文题目：	New Economy，Customer Value,CV identify, CV creation，Customer Value Managnent.
指导老师：	马连福
中文关键字：	新经济 顾客价值 顾客价值识别 顾客价值创造 顾客价值管理。
英文关键字：	New Economy，Customer Value,CV identify, CV creation，Customer Value Managnent.
中文摘要：	进入21世纪，人类社会和经济发展进入了一个全新的时代，特别是伴随着经济全球化和信息化的新经济时代的到来，使全球的大部分产业都面临生产能力过剩的窘境，客户权利不断增大，追求的价值不断向个性化发展。在这样的经济环境中，企业如何寻求自己的竞争优势是必须要认真对待的问题。而对顾客价值的研究和关注正是企业不断寻求竞争优势的结果。自上世纪90年代以来，顾客价值已成为学者和企业家共同关注的焦点领域，被看作是企业获取竞争优势的新来源。但既有研究存在两个缺陷，不利于指导企业实施基于顾客价值的营销战略。一是既有顾客价值识别工具与顾客价值定义、内涵存在逻辑矛盾。既有的研究文献虽然很好地把握了顾客价值定义及内涵的本质，然而在顾客价值的识别工具上却偏离了顾客价值的本质—不是从顾客角度进行定义和认识。它可能造成企业提供顾客价值的失败，给企业经营造成误导。二是在如何建立顾客价值优势上，既有的研究未能提出一个简单可行、系统明了的解决方案。尤其是针对新经济时代顾客特点的顾客价值的创造途径及提升手段更是未曾见到。本文通过对大量文献的回顾和对前人工作的总结基础上，提出新经济时代顾客的特点及其所追求的价值类型，并由此提出了创造这些价值的基本途径,接着提出新经济时代顾客价值管理的内涵及内容。论文共分为六章。第一章—引言，介绍了本文选题的意义、国内外研究现状及研究方法等。第二章—顾客价值理论相关文献的回顾；第三章—新经济时代顾客价值识别；第四章—新经济时代顾客价值的创造；第五章—新经济时代的顾客价值管理；第六章—结论。作者试图通过建立一个以顾客价值为中心的营销分析体系,为企业实施顾客价值管理战略提供一些帮助。
英文摘要：	Customer Value Identification and Delivery Abstract Since the 90s, Customer Value (CV), believed as a new source for competitive advantage, has been the focus of scholars and enterprisers. But there are two faults on the research conducted, which are the obstacles for enterprise to execute the strategy based on CV. One is the fault in identifying model for CV, by which the CV identified is not the CV thought by customer. The other is the fault in how to delivery CV. the conducted research materials can’t offer a systemic solution for delivering CV. In this article, the author want to establish a identifying model for CV from the aspect of customer, which solute the contradictions between the essence of CV and CV identifying model examined from aspect of enterprise, and by which the author offer a systemic solution for CV delivering . The article includes six charters. The first charter is introduction. In this charter, the author explain why to choose this subject for research, what have been done home and abroad, and what methods will take to make research. The second charter is the review of Customer Value theory, it is on the base of reviewing different definitions, the author tries to classify them, and raise her own opinions. And for the further understanding of CV, the author analyses the connotation of CV, which including CV component part, CV driven factors and the nature of CV levels and CV dynamics. Besides, make it contrast with another term” Customer Satisfaction”, which is often confused with it.The third is based on the perspective from the customer. The fourth charter is Superior Customer Value Delivering. According to the CV identification established and the analysis of CV driven factors, the author pose a systemic solution for CV delivering, which believe that there are four main resources in delivering CV. They are personally goods and services,relationship with customer, enterprise staff, and product brand. Accordingly the author analyze the effect of product market on CV, the customer’s taking part in the creation of CV, the core role of enterprise staff in the CV delivering and the customer equity in product brand.Chapter 5 is customer value managnent.The last chapter is conclusion. Till now, enterprisers are hesitating about executing the strategy based CV. By basic research in charter two and three and applied research in charter four five, the author hope it will help the enterpriser to execute the strategy based CV.
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