【作者】 张洪吉；

【导师】 崔援民；

【作者基本信息】 天津大学 ， 管理科学与工程， 2003， 博士

【摘要】 面对全球经济一体化、市场经济加速发展、顾客需求复杂多变的趋势，众多企业日益感受到市场竞争的激烈与残酷。从总体上来讲我国市场己从短缺阶段进入到相对过剩阶段，供求关系的改变导致企业与顾客的关系发生根本变化。企业的成功依靠倾听与关心顾客的心声，保持与顾客的良好关系，并创造顾客所需要的价值。为此，企业需从战略高度对顾客关系进行管理，构建与培育顾客关系管理的支撑能力，开拓、培育和维持与顾客的互动关系，使目标顾客忠诚于企业，从而赢得顾客价值优势。顾客价值是80年代末90年代初出现的概念，它被看作是顾客购买和顾客忠诚的根源，而要使顾客价值成为企业获取竞争优势的有力手段，首要的前提是进行顾客价值的研究。目前，完整的顾客价值研究还相当缺乏，己有的研究具有明显的局限性，特别是其系统不够完善和有效。因此，构建系统的顾客价值研究体系具有重要的现实意义和理论意义。本文在综合各家之长的基础上，提出了基于质与量、产品价值供给与顾客价值需求平衡的顾客价值定义。本文的创新在于：1、从多维角度对顾客价值进行综合研究。本文尝试从多维角度，运用多门学科的理论和方法对顾客价值进行综合性研究，体现了本文对顾客价值研究的多元化特征。2、提出了增强型顾客价值优势系统观点。顾客价值优势是一个增强型系统，由顾客消费流程分析、创新机会识别、创新资源分析、价值创新实施、顾客价值优势生成等环节构成，是一个不断演化的系统。3、提出了顾客价值创造的三个层面并给出了支撑顾客价值创造的能力体系。更多还原

【Abstract】 With the trend of the integration of world economy, rapid development of free market and the customer demand diversified and changing ,many firms feel the intensification and mercilessness of market competition．Generally speaking，the supply and demand of the China market change from shortage to relative overproduction，which leads to the fundamental change in the relationship between firms and customers．It is essential for firms which succeed in market to listen to and care for the demand of customer, to maintain good relationship with them， and create the value they need．To earn the loyalty of target customers and therefore customer value advantage and long-term profits, firms need to construct the support competence of customer relationship management； develop and maintain interactive customer relationship strategically．Customer value，a new concept appearing during the late1980 and the beginning of 1990， Is the source of customer purchases and customer loyalty． To make the concept of customer value an efficient means of gaining competitive advantages for companies， customer value exploring researches must be carried out first． However， in current there is relative scarcity in researches in CV, and the limitations of previous researches are obvious，especially in the integrity and validity of the method system．Therefore， the development of a method system for CVEM Is meaningful in both theoretical and practical levels． In the synthesis of different scholars ’merits， this paper provides the definition of consumer value， Which bases on the balance between the quality and the quantity as well as the balance between the supply of product value and the demand of consumer value．More over in methodology， the market signal of information economics is applied into the model on consumer value perception．This model makes use of correlative analysis among the system of consumer value character ,the demand of consumer value ,the consumer cost、 and the supply of product value, discovers the consistency of them，which Is very important to the market subdivision and signal design in enterprise’s marketing tactics．The main innovative contribution in the paper includes the following aspects：establishing a systematic analysis framework for CV by strategically thinking the relationship between the firm and its customers together with competence theory；exploring the <WP=5>significance and profile of the customer group of profitability ,strategy and loyalty；putting forward three levels and three modes in the creation of customer value；putting forward the interactive model of CV；finally bringing forward the Indicator system of competence to support CV。更多还原