以顾客价值为导向的企业竞争优势探究.pdfVIP

以顾客价值为导向的企业竞争优势研究 摘 要 随着技术发展的日新月异和新产品的不断涌现，市场竞争越来越激烈，企业要想 生存和发展就必须不断提升企业的竞争力，企业竞争优势的获取渠道是多方面的，企 业应该考虑对复杂环境的分析、对竞争对手的分析、对顾客价值的分析等因素，其中 竞争优势一直是企业战略管理研究的重要内容。 当前，顾客价值已经成为企业竞争优势的新来源，顾客价值战略已被企业视为发 展战略的重要组成部分。顾客价值将为竞争战略和竞争优势的研究提供了新的视角， 然而，目前，学者们对企业如何培育顾客价值以提升企业竞争优势的研究，主要是在 对顾客价值以及竞争优势概念和性质结合进行研究；将顾客价值和企业竞争优势理论 结合起来，以及基于企业内部资源禀赋和外部环境结合的研究，很少有学者进行深入 的探讨。 本文首先分别对顾客价值和企业竞争优势进行深入分析；然后引出二者的联系并 阐述顾客价值对企业竞争优势提高的意义；最后，具体来探讨顾客价值战略与企业竞 争优势的结合与实施，从文化层面、营销组合四要素、培养顾客忠诚度、不同行业竞 争战略四个方面去展开。 关键词：顾客价值 竞争优势 竞争战略 The Research of Enterprise Competitive Advantage： Based On Customer Value Abstract With the rapid of the technological developments and new products emerging ，the market competition has been becoming more and more intense. In order to survive and develop the enterprises must continuously enhance the competitiveness. The enterprises can obtain competitive advantage through multi-faceted ，businesses should consider the complexity of the environment analysis，competitors analysis，customer value analysis and other factors. The competitive advantage of strategic management has always been an important part of the research. There are some classical theories in the study. This study only selects the customer value to make some research. At present ，the customer value has been regarded as a new source of competitive advantage and a strategic business development strategy. It provides a new way for the study of the competitive strategy and competitive advantage. However ，to the date ，scholars research in order to foster competitive advantages how companies provid