基于顾客价值构筑企业竞争优势研究

【作者】 孙博；

【导师】 侯铁珊；

【作者基本信息】 大连理工大学 ， 企业管理， 2004， 硕士

【摘要】 企业竞争优势的来源与构筑一直是战略管理研究的中心内容。随着市场竞争的日益激烈、顾客需求的不断变化和科学技术的迅速发展,企业的经营环境逐渐复杂多变。以竞争为基点的传统战略管理理论,忽视了顾客对企业获取竞争优势的作用。近年来,对顾客导向的重新认识掀起了顾客价值研究的高潮。 然而,当前学术界对顾客价值的研究主要集中在内涵界定和测量方法方面,鲜有对动态竞争环境中企业如何通过顾客价值来获得竞争优势的作用原理展开深入讨论的。本文依据满足顾客需求的程度,把顾客价值分成基础性顾客价值、满足性顾客价值和吸引性顾客价值。对顾客价值的三个层次在企业获取竞争优势中的作用原理进行了详细地分析,使基于顾客价值构筑企业竞争优势的研究更加深入和系统化。试图回答顾客价值为什么以及怎样使企业获取竞争优势这一战略管理学的核心问题。 在文献研究的基础上,论文采用归纳演绎的方法对竞争优势和顾客价值的概念和性质进行了研究,建立了一个基于顾客价值的企业获取竞争优势的战略逻辑模型,并对企业基于顾客价值获取竞争优势的方法进行了探讨。 本文认为,顾客价值它能够动态地体现企业经营环境的变化,是企业获取超额利润的根本。其中,吸引性顾客价值是获取超额利润的核心来源。顾客价值特别是吸引性顾客价值能够使顾客保持忠诚,进而帮助企业成为市场主导。因此,企业获取竞争优势的关键是为顾客提供吸引性顾客价值。更多还原

【Abstract】 The source and constructions of the corporations’ competitive advantage is always the core contents of strategic management. Along with more intense competition, changing customers’ need and rapid developing technology, the corporations are faced with more and more complicate operating environment. The traditional strategic management theories based on competition theory ignores the customers’ affects on the corporations’ competitive advantage. Recently, the knowledge of customer guide leads to the climax of customer studding.However, the customer value study mainly focuses on conception definition and measure methods now. There is little discussion of cardinal principle which corporations gain competitive advantage by customer value in dynamic operating environment. This dissertation divides customer value into basic customer value, satisfying customer value and fascinating customer value through the degree of its’ satisfying customer needs, then carefully analyses the use principle of customer values’ three layers in corporations gaining competitive advantage. This makes the study about construction competitive advantage based on customer value deep and systematic. The author tries to find out why and how customer value leads the corporations to gain competitive advantage.On the bases of literature reading, this dissertation adopts the inductive method and deductive method to study the conception of competitive advantage and customer value, builds a strategic logic model of the corporation gaining competitive advantage based on customer value, discusses the principle and methods which constructs competitive advantage based on customer values’ layers.The dissertation thinks customer value can dynamically reflect the change of corporations’ operating environment, and it’ s the essential of the corporations gaining supper-profit. The fascinating customer value is the core source of the corporation gaining supper-profit and it can lead to customer loyal and market leader. Therefore, the key of the corporation gaining competitive advantage is to provide the fascinating customer value.更多还原