基于顾客价值构建企业核心能力的研究

【作者】 林晖；

【导师】 陈莉平；

【作者基本信息】 福州大学 ， 企业管理， 2004， 硕士

【摘要】 随着营销领域顾客导向思想的建立，市场营销理念出现了从顾客满意、顾客忠诚到顾客价值的变化趋势。顾客价值已被视为企业竞争优势的新来源，顾客价值战略成为企业发展战略的重要内容。面对科学技术发展的日新月异以及信息产业的高速发展，企业必须依从不同的顾客细分和企业自身的核心能力，选择适宜的顾客价值定位，并以此为核心构建支撑体系,整合、协调内外部资源，发展企业专有技能、资产和信誉，向顾客提供独特的、竞争对手难以模仿的价值，从而获取持久的竞争优势。本文分为六章，第一章绪论部分，主要概述本文的研究背景以及国内外研究现状，并表明本论题的研究意义和创新之处。第二章是阐述企业核心能力理论的产生和发展，并重点指出企业应如何识别和界定核心能力，为基于顾客价值构建企业核心能力做好铺垫。第三章是深入讨论顾客价值的概念及其理论。由于顾客价值是一个新兴的理论，管理学者从不同的视角对其概念及其理论进行了探讨。本文在广泛收集文献的基础上，经过甄别、梳理，对具有带代表性的顾客价值概念及理论进行剖析和提炼，并归纳出其理论共性及特征。第四章是顾客价值与核心能力的互动分析，指出顾客价值与核心能力是紧密相关的两个概念，顾客价值能够指导和推动核心能力的发展，而核心能力则是顾客价值发展的基础和保障，因此，企业应基于顾客价值构建企业核心能力，二者的良性互动对获取企业持续的竞争优势具有决定性意义。第五章是顾客价值测评新模型的构建。本章在系统回顾已有的顾客价值测评方法，并指出顾客价值测评的任务是揭示顾客价值的构成因素及其关键要素。尤其是不仅对国外各学派的顾客价值测评方法进行归纳，同时也较为详细地介绍了国内经典的柴油机顾客感知价值的实证研究，力求保证搜集资料的完整性。在此基础上，本文结合已较为成熟的量表方法，运用模糊评价模型进行测评，以求较为准确地提炼关键的顾客价值要素。第六章是基于顾客价值构建企业核心能力的具体思路研究，在上述研究的基础上，结合企业实际情况从构建企业核心能力出发，拟定了提升顾客价值的策略及形成顾客价值发展的支持体系。更多还原

【Abstract】 With the coming of the concept of “customer-orientation”，there appears in marketing the tendency of the change of concept from customer satisfaction or customer loyalty to customer value. The concept of customer value is being considered as a new source for enterprise to have an advantage in competition, and the customer value strategy is an important part of development strategy. The continuous development of science and technology, especially the rapid development of information industry, is forcing enterprise to weight its competitive to make a customer value strategy suitable to different customer categories and set up a self-proposing system by conforming with and adjusting to its resources within and without and exploiting its specific techniques, assets and reputation to provide customers with unique values which are unimitable to its competitive adversaries ’reach. The dissertation consists of six parts. Chapter 1 is introduction, which put forward the background, meaning and the historical origins of custome value study. Chapter 2 present the produce and development of the theory of core competence, make the groundwork of the coming discussion.Chapter 3 dedicates to the customer value concept. The paper incorporates this chapter simply because there are many disagreements on the concept. Based on literature review, this chapter refines the customer value characteristics , and concludes the commonness.Chapter 4 analyse the reciprocity of customer value and core competence and present that the consanguineous relationship between them. The customer value can guide and improve the development of core competence. And core competence should make the basic and pretect the development of customer value. The relationship is crucial to the sustaining competence adventage.Chapter 5 reviews the researches on customer value exploring and measurement, points out that the tasks of customer value exploring and measurement are to disclose the components of customer value and to determine the importance of every components. Furthermore, the dissertation demonstrates the application of the method system by an empirical research about diesel engine customer value exploring and measurement. And that this chapter sets a fuzzy synthetically evaluating model upon fuzzy mathematics in order to refine the crucial factors of customer value.Chapter 6 study the methods of constructing the core competence on the basic of customer value. And that this chapter institutes the strategy of enhancing the customer. The strategy needed the innovation of the company to shape the system to hold up the customer value strategy.更多还原