【作者】 朱开明；

【导师】 项??范晓屏；

【作者基本信息】 浙江大学 ， 企业管理， 2004， 博士

【摘要】 由于技术的不断进步，社会的不断变迁，客户需求的挑剔，市场竞争的加剧，许多行业所面临的市场正在发生前所未有的激烈变迁。企业正在面临一个日益复杂多变的竞争环境，其所面临的市场由于人口和社会经济的大幅度的变迁而发生急速变化。加之企业普遍采用产品基准化及生产、技术、质量、服务等方面管理过程的标准化，使得企业产品和服务在许多方面趋于同质。从而造成企业的利润日渐稀薄，行业增长呆滞、生产能力过剩、竞争更加剧烈。许多企业面临与关注的一个现实问题就是现有市场越来越狭窄。从而如何在不佳的市场境遇之中开发和拓展市场空间，建立起竞争优势是企业界和理论界必须重视和研究的一项重大课题。 本论文就市场空间开发中的客户价值管理问题进行研究，全文共分八章，具体安排如下： 第一章首先阐述了基于客户价值的市场空间开发是新的知识经济时代企业市场营销发展的必然要求。市场空间是企业生存和发展的空间，也是一种营销观念，更是营销环境变化和新的营销范式的需要。市场空间开发中客户价值管理问题研究的重要性在于该问题是现实环境变化对企业管理的要求、是企业寻求和建立竞争优势的战略需要，也是是充实和完善客户价值理论体系的需要。 第二章对现有市场空间和客户价值的理论文献资料进行了全面综述。新的市场空间开发问题是一个全新的研究领域，因此目前尚缺乏完整的理论体系。市场空间开发的实质和基本前提是把握和挖掘客户价值。现有的客户价值本身研究基本上限定在目的—手段行为的框架之内，在研究内容方面更多地集中在产品和服务的内在属性因素和外在因素对感觉价值的影响，以及感觉价值和客户关系、客户行为之间的相互关系。文章在对现有文献进行综述的基础上，对现有研究进行了评述，为市场空间开发中客户价值的管理问题的研究奠定了理论基础并且寻求确定出该问题研究的内容和目标。 第三章首先结合中国古代哲学思想和西方古典经济学价值论以及现代企业运作成功经验，总结出普遍适应的一般价值原则，作为指导企业持续价值创新和价值实现的基本指导准则。并且综合以往的研究成果，文章提出客户价值是一个多重概念的集合，是包括了厂商和客户双方价值方面的一个价值集合体，解决了客户价值概念混乱的问题。 第四章讨论了客户价值导向和客户价值管理理论框架。客户价值导向是以客户价值为中心的市场导向和学习导向，是企业客户价值管理的指导方针。客户价值管理主要包括了客户价值信息挖掘、客户价值创新、价值平衡等主要内容。文章借鉴全面质量管理(TQM)的思想，提出全面价值管理(Total ValueManagement，TvM)。TVM的主要内涵是企业树立起为客户提供优异价值的文化和价值观念，通过具体的主要业务过程，在完善信息管理和知识管理的基础之上，全员参与、全过程为客户创造和递送比竞争对手更加优异的价值。 第五章讨论了客户价值创新和创造新的市场空间的关系。价值创新是一种系统的创新活动和战略思维。价值创新关注如何向现实市场提供比竞争对手更加全新而优异的客户价值，并且通过价值量级的飞越和合适的经济价位造就新的规模市场。价值创新活动的输入要素主要是知识和创意。价值创新需要相应的企业能力尤其是价值创新能力作保证，因此价值创新能力是创造新的市场空间的前提和基础，而价值创新能力的形成和培育需要企业系统的知识管理。公司的价值创新在实务上可以通过提高、降低、创造和剔除的基本方式，在价值创新的产品平台、信息平台、服务平台和递送平台上，对价值要素进行相应具体的创新活动。信息平台是构成公司价值创新平台的基础，也是公司知识生成和知识管理的基础平台。 第六章论述了市场空间开发中客户价值信息的挖掘。市场信息的重要作用在于其对客户选择行为模式和企业的行为模式产生重大影响。客户价值驱动因素的确定，是企业了解和把握客户价值信息的重要基础。文章提出了挖掘客户价值驱动因素信息的方法和步骤。文章借鉴领先用户的思想方法，提出最有信息客户法(the most infonnative eustomer methodology)，和相应的管理步骤和过程。同时用马尔可夫分析方法和模糊分析方法对客户价值状态和评价信息进行案例实证分析。 第七章讨论了客户价值管理中价值的平衡问题。文章就客户对于公司的价值成分进行了分析，在此基础上建立了价值平衡的经济控制论模型，并且以具体企业为典型案例对客户价值的投入和企业价值之间的关系进行实证分析。文章还通过博弈论模型，对客户价值管理中企业和客户之间的价值平衡进行实证分析。 第八章就论文的主要结论对全文进行总结，指出论文存在的局限性，并且提出今后进一步研究的方向。更多还原

【Abstract】 With the incessant development of science and technology, social evolution, more demanding customers and fierce competition, the markets in many industries have changed rapidly in an unprecedented way. All companies now are facing a complicated and changeable competition environment, in which markets choppy changes are taking place as a result of demographic and social economic transitions. In addition, the benchmarking of the products and standardization of the production, technology, quality and service processes have been accepted widely in the companies, and which makes the products and services tend to homogeneity in many aspects. Therefore, the profitability of the companies is getting thinner and thinner, the growth of industries is getting stagnant, production capacities are more superfluous over demand, and the competition is getting more violent than ever before. Many companies have to confront a practical issue that their existing markets are becoming more and more limited. So it is a very important work of both academics and industrial practitioners for companies to develop and expand their market spaces in the unfavorable market situations and to establish the new competitive advantages.The dissertation focuses on the issues on customer value management in market space development, which consists of eight chapters, they are arranged as follows:In the first chapter, it has been expatiated on that the market space development based on the customer value is the necessary requirement for the marketing development in the new knowledge economy era. Market space is the Lebensraum and development space for companies, and a new marketing concept; still more, it is the demand of new marketing paradigm of the companies in marketing environment changes. The importance to study the issue of customer value management in market space development exists in the fact that it is the need of management for the environment changes, the demand for companies to seek for their competitive advantages, and the requirement to enrich and fill up the customer value theories.In the second chapter, a comprehensive review on the existent literatures on market space and customer value is made. New market space development issue isvery new research domain, so at present there is little theoretical system for the subject. The essence and prerequisite for market space development is to understand and explore the customer value. The existing customer value researches are mainly defined in the framework of means-ends-behavior, and the researches mainly focus on the impact of the intrinsic and extrinsic attributes of the products and services on the customer perceived value, as well as the relationships among customer perceived value and customer relation and customer behaviors. On the basis of literature review, the existent researches are summarized and commented, thus it lays the theoretical foundations for the research of market space development based on the customer value, and the research objectives and scope have been therefore sought out and confirmed.In the third chapter, the value general principle is concluded on the basis of Chinese ancient philosophy ideas and the western classic economic value theories, combined with successful practices of modern companies. The value general principle universally holds true, and should be regarded as a basic guideline principle for companies in sustainable value creation and value realization. And after extensive analysis of the research results of the literatures, it is suggested that the customer value be a complex concept set rather than a single concept, which contains various values from both the customer and company aspect. The notion that customer value is a value concept set solves the confusion in customer value concept in literatures at present.In the fourth chapter, the customer value orientation and the theoretical framework for CVM are discussed. Customer value orientation is both market orientation and learning orientation with customer value as a foc更多还原