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1、郑州大学硕士学位论文基于顾客价值的企业竞争优势研究姓名:杨丽娟申请学位级别:硕士专业:企业管理导教师:孙恒有20070514摧-h顾客价值的企业竞争优势Wf究AbstractAlongwiththefastdevelopmentofmarketenteredintotherelativetoomuchandthechangeofsupplyanddemand,srelationscausesthebetweenenterpriseandcustomerradicallychanged-Thecustomerbecomesthemainbo
2、dyinthevaluejudge,andthecustomervaluealsobecomesthefoundationoftheconsumerbehavior.Thus,inordertosurvive,todevelop,andtotaketheinvinciblepositioninthecompetitionneutrality,theenterpriseonlyhastoestablishthemanagementstrategywhichtakesthecustomerastheguidance,createandtran
3、smitoutstandingcustomervalue,enhancecustomersatisfactionandthecustomerloyalty,andfinallywinthecompetitiveadvantage郑州人学:2007m^i_丨:学位论文economy,theChinese’fromtheshortstageThisarticlefirstreviewsandcormnentsthetheoryandthepracticedevelopmentofthecompetitiveadvantageandthecus
4、tomervaluetheorynow;Furthermorefromtherelationsbetweenexternalperformanceofthecompetitiveadvantageandthecustomervalue,theinfluenceofcustomervaluetothestrategyessentialfactoroftheenterprisecompetitiveadvantage,andthefunctionofcustomervaluetothecompetitiveadvantage,theartic
5、leprovestherelationsbetweencustomervalueandthecompetitiveadvantage*ThenthroughanalyzingandimprovingthesurveymethodsofDay,GaleandWoodruff,thearticleestablishesthetheoryandtheimplementationmethodtoconstructenterprisecompetitiveadvantagebasedonthecustomervalue.Atthesametime,
6、throughtheinvestigationofthecustomersoftheM-ZONEandtheChinaUnicom,utilizingthestreetcornerinterceptionandtheface-to-facetalk,thearticledeterminestheimportantlatitudeswhichinfluencethecustomervalue;Meanwhilethroughthequestionnairesurvey,andanalysismethodwhichestablishesthi
7、sarticleanalyzes】surveysandcomparesthe郑州人学20Q7年硕.I:学位论文轴十顾•各价值的企业克争优势研究customervalueoftheM-ZONEandtheChinaUnicomwhichtwocommunicationsservicesbrand,andthenproposessomemeasurestoimprove;Lastlyunifyingtheexampleswhichsomefamousenterprisessucceeded,thearticleelaboratesthestr
8、ategyandthesystemwhichhelpsthestrategytocarryouttohelptheenterprisetogetcompetitiveadvantagebase