【作者】 高文学；

【导师】 梁岩松；

【作者基本信息】 北京工业大学 ， 企业管理， 2007， 硕士

【摘要】 市场竞争的日益激烈,企业经营环境的不确定性和顾客需求复杂而快速的变化等因素对于21世纪的企业来讲,既是挑战又是机遇。因此,企业的营销战略就是如何更好地适应这些变化,应对这些挑战。顾客价值理论的诞生,充实了营销理论和营销实践方法,为企业正确地制定营销战略提供了全新的研究视角,本文从顾客价值的角度出发,对企业的营销战略进行分析与制定,进行了深入的研究。顾客价值理论自20世纪80年代诞生到现在,研究范围不断拓展,研究深度也不断的增加,正是因为如此,顾客价值的内涵至今还没有形成统一的定义与看法。文在评述相关文献的基础上,提出了顾客价值内涵的整合框架,对前人的研究进行了总结与概括。针对B2C市场和B2B市场的不同特点,本文运用归纳和演绎的定性研究方法提出了顾客价值战略的演进模型和两种不同的顾客价值创造过程进行了分析和研究。在B2C市场中提出了以顾客价值为基础的目标市场细分以及基于顾客价值定位的产品定位和品牌定位的品牌管理三角框架;在B2B市场中比较系统地详细分析顾客价值变化的驱动因素,详细阐述了供应商如何通过关系营销创造顾客价值。这些研究一方面丰富了营销管理理论,同时也为企业根据其所在市场的特点制定相应的营销战略提供了借鉴。更多还原

【Abstract】 Increasingly furious competition,uncertainty of business environment and drastic changes of customer needs,for companies in 21st Century, all are not only challenges,but opportunities more. Therefore,the goals of marketing strategy for company are how to adapt to these changes better,and to deal with them appropriately.With the advent of customer value theory,marketing theories and practices are enhanced step by step,an perfectly-new insight has emerged as one of strong tools used in making marketing strategy,the focus of this paper is positioned in analyzing and making marketing strategy from the point view of customer value.Since its born in 20c80s,the fields of customer value research are extended,which followed by the research having been advanced in depth,that partly explain why there has been a generally accepted idea about customer value.Based on reviewing related literatures,this paper explores and analyzes the connotation of customer value,proposing an integrated framework for customer value.Given the market characteristics of B2C and B2B,two qualitative methods of inductive and deductive research mainly used in this paper,a model of customer value strategy evolving and two different marketing processes are proposed.In B2C marketing process,the paper has developed a segmentation method based on customer value and a triangle framework for brand management based on customer value position,which includes product position and brand position;In B2B marketing process,factors causing customer value change are systematically analyzed,and demonstrated the process of creating customer value through relationship marketing by suppliers.These work,for one thing,have enriched and consummated theory of marketing management further,at the same time they have also provided some guidelines for companies establishing marketing strategy according to market characteristics.更多还原