Customer Perceived Value all-round brand-building method.docVIP

 PAGE \* MERGEFORMAT 4 Customer Perceived Value all-round brand-building method Today, Hong Kong’s service industry workers are often used to market a product based on brand-building model, which neglected the special nature of the service sector, with new service brand to create ways to properly handle the branding issues. Hong Kong’s service industry is usually through the mass media, service quality, product design and public relations activities, factors such as the creation of the brand and improve brand value. However, due to various factors, the reality is that we will find it hard to find in the market of pure goods or services only, the original sale of the product companies are also beginning to provide value-added services, but also want to deliver more benefits to customers and other businesses. Therefore, customers buying a certain commodity, it would also buy their services. From this reasoning, the customer can no longer be a single goods or services, to assess their purchase and use experience. In a value-based operation of the market, customers purchase goods or services are no longer alone, but rather select some value for them things. These values can be based on functional or emotional basis, but also can be a combination of both to generate these values. According to market academic literature, the customer perceived value is obtained (with the feeling of benefit) and paid (at the time of the expense of consumer) transactions. Customers who feel that the value obtained when the person consumes more than he paid (whether in money or otherwise), he would be satisfied and once again to patronize. To provide customers more than they expect the value of the market can help companies achieve competitive advantage, improve market share and profitability, and customer loyalty to maintain a long-term relationship, and to increase brand equity. In addition to the strategic importance, the area of customer perceived value is also deserving of our