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1、外文翻译原文TheCustomerValueStrategyintheCompetitivenessofCompaniesMaterialSource:www.ccsenel.org/journal.htmlAuthor:MaohuaLiBythein-depthdevelopmentofeconomicglobalizationinrecentyears,marketcompetitionhasbecomethefocusofthefightagainstvariouscompanies.Thesurvivalanddev
2、elopmentofcompaniesisnotonlydependingonitsownresources,butalsorelyingonmorevalue-orientedconsumers.Forcompaniesaroundtheworld,theirtasksarenotonlytotakeavarietyofmeasurestodealwithmarketrisk,butalsotokeeppacewiththetrendofthetimesandmakeappropriateadjustmentsonthes
3、trategyandtacticsofthecompanytodealwithallproblemsarisingfromthefiercecompetition.Withthethinkingof"customer-oriented"deeplyrootedinthemarketingfield,customervaluehasbeenregardedasanewsourceofcompanies’competitiveadvantage.Therefore,customervaluestrategyhasbecomean
4、importantpartofcompanies’strategicdevelopmentstrategy.Sincethe1970s,scholarsandbusinessmanagerscontinuetoexplorethenewapproacheswhichadapttothechangesinthemarketing,fromproduct-centeredfocusonproductqualityto"customer-oriented”oncustomersatisfactionandloyalty.Until
5、1990s,byputtingforwardtheconceptofcustomervalue,marketingconceptreachesawholenewlevel.Thevalueconceptseemstobeoneofthemostrecentandmostpopulartrends.Inrecentyears,customervaluehasbecomeamajorfocusamongstrategyresearchersandpractitionersasanessentialelementofafirm’s
6、competitivestrategy.(RavaldandGrnroos,1996)Customervalueandcustomerbenefitarekeyconceptsinmarketingaswellasoperationsmanagementtheemphasisinairlinemanagementseemstolieoncostmanagementandtraditionalqualitymanagementcustomervalueconceptsinpassengerairtransport,become
7、sclearthattherehavebeenchangingfocusesnotnecessarilyalwaysdrivenbycustomerneedsbutmorebytechnicalandmarketinfluences.Understandingwhatbuyersvaluewithinagivenoffering,creatingvalueforthem,andthenmanagingitovertimehavelongbeenrecognizedasessential7elementsofeverymark
8、etorientedfirm’scorebusinessstrategy(Drucker,1985,Porter,1998;Desarbo,JedidiandSinha,2001).Companiesaresearchingfornewandbetterwaystocreatevaluea
