基于顾客价值的企业差异化战略实施路径探析.docVIP

基于顾客价值的企业差异化战略实施路径探析 摘要 21世纪是知识经济时代，企业间的竞争涉及到越来越多的方面，如何实施有效地策略来扩大企业的竞争优势，是当下众多企业纷纷探讨的课题。实施差异化战略能提高顾客支付高价的意愿，增加顾客的需求，带来更多的新用户，并且还能够很好的防御行业中的五种竞争力量，取得其他方面的竞争优势。顾客感知价值提高的产品在提高顾客满意度的同时可以保留更多的忠诚顾客，进而将带来更高的销售量，更低的管理成本和更高的利润。本课题拟在差异化和顾客价值理论分析的基础上，结合案例分析，提出基于顾客价值的企业差异化战略实施路径，以供借鉴。 本文在探析顾客价值的企业差异化战略实施路径方面，查阅大量文献，验证了研究顾客价值对企业实施差异化战略有着积极的作用。本文共分为五个部分：第一部分是导论，介绍了论文的写作背景、目的和意义，对本文的研究结构和主要研究内容做了一个说明；第二部分概述了企业差异化战略的相关理论；第三部分界定了顾客价值的含义，并且分析了典型的顾客价值理论模型；第四部分阐述了顾客价值最大化与企业差异化战略的关联机理；第五部分提供了基于顾客价值的企业差异化战略实施路径。 关键词：顾客价值，企业差异化战略，竞争，实施路径 Based on customer value of differentiating strategy implementation ABSTRACT The 21st century is the era of knowledge-based economy, competition among enterprises involves more and more, how to implement effective policies to expand the companys competitive advantage, is present on many corporations. Differentiation can improve the wishes of the customer to pay high prices, increased customer demand, bring more new users. And it is able to very good defense industry competitive quantity, obtain competitive advantage. Customer perceived value increase of products to enhance customer satisfaction can retain more loyal customers, which in turn will lead to higher sales and lower management costs and higher profits. This topic is intended to be differentiation and customer value on the basis of theoretical analysis, combined with case studies, proposed based on customer value of differentiating strategy implementation path, for reference. This article on customer value of differentiating strategy implementation path, consult a large number of documents, verify that the research on customer value business differentiation strategy has a positive effect. This article is divided into five parts: the first part is the introduction, describes writing background, purpose and meaning, the structure of this article and the main content of a description; the second section provides an overview of the enterprise differentiation strategy of related theory; the third