房地产开发企业的客户价值管理.pdfVIP

Abstract Under the background of globel economic integration, the business environment for the enterprises have already undergone great changes. The customer is not a positive acceptor in the trade any more. There is a fundamental change in the role of the customer and it ends the time in which the customer must accept the products no matter he is satisfied with it or not. Now the enterprise has to be focused on the customer in any links of the production such as manufacturing, sales and services. It should adjust its strategy according to the customers need and gradually make the personalized services realized. From the history of the marketing theories, the marketing is supposed to be a customer-focused activity. The basic purpose of the production is to meet the customers need. But what does the customer really want? What does the customer value most? With the development of the economy and the marketing practice, more and more people study on the customer value. This paper gives the opinion that the core of the customer value management is to deliver more customer value. The customer delivered value is defined as the benefit enjoyed by the customer which represents the difference between the cost to them and the actual value received - i.e. the profit to the customer as perceived by them. If the perceived benefit is larger than the perceived sacrifice, the customer is willing to buy the product or the service. So if the enterprise can deliver more customer value than its competitors, it will be a great advantage for no doubt. Especially for the real estate companies today, facing the growing competition, they must think for the customer, collect and analyze the customer information to find the key factor for the customer value. They must deliver m