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1、零成本创造渠道终端价值（Zerocostcreatesterminalvalueofchannel）Zerocosttocreatethechannelterminalvalueof.Txt11lifeoftheflowersinfullbloom,itwasabeautifulshine,stretch,beautifulandmorefunding;lifeisbeautiful,freshandsmooth,meaninglong;lifeisbeautifulmusic,melodiousmelodyandharmony;lifeisaflowingriver,f
2、lowingrate,rollingforwardbecauseofthecomprehensivefromtheinsightpsychologyresearchareaineconomics,especiallyKahnemanbehavioraleconomistsintheuncertainhumanjudgmentsanddecision-makingsituationshavemadeoutstandingcontributionsfortheNobelprizeineconomicsin2002hasdonesuchatest:ifyouplantobuya
3、$15calculator.Sellcalculatorpeopletellyou,anotherbranchofthecalculatorisonsale,only$10,buttodrivetherein20minutes,youwilltothestoretobuy?Theanswertothisquestion,thereare68%peoplewillingtoopenthecarfor20minutestosave$5.Butifthecalculatorcosts$125,andnowit'sonly$120?Inthisexperiment,only29%
4、saythey'rewillingtodrive.IfaccordingtoPhilipKotler'stheoryofcustomerdeliveredvaluetopredict,inthetwocase,thecustomerdeliveredvalueisequaltotwo,sothiscaserepresentsthenumberwillingtodrivetobebasicallythesame.However,thefactisthatthenumberofpeoplewillingtodrivefortheoriginalpriceof15yuanand
5、thecurrentpriceof10yuancalculatorismorethantwotimesthecostoftheoriginalpriceof125yuanandthecurrentpriceof120yuancalculatordriving.Whatisthereasonforthis?Docustomersalwaysseekvaluemaximization?Customersoftenclaimthatthemostimportantcriteriaforwhetherornottobuyiswhetherthepriceislow,someont
6、hesurfaceseemstoconfirmthepriceofdeificationabletowithstandheavybattering.Infact,theimportanceoflowpricesmaybeoverstated.Inreallife,customersarealwaystalkingaboutprices,butwhatthey'relookingforisvalue.Sowhatiscustomervalue?ThatAmericanmarketingexpertlauteborn,enterprisesshouldfirstpayatte
7、ntioninmarketingactivitiesis4Cs,thisistherealembodimentofcustomervalue.Jaiselmorebelievesthatwhenenterprisesdesign,create,andprovidevalueforcustomers,theyshouldstartfromcustomerorientation,andregardcustomerperceptionofvalueasthedecisivefactor.Customerperceivedvaluei
