顾客价值及顾客价值链的构建

Customer Value and Structuring of Customer Value Chain

顾客价值的核心是顾客感知价值,即在感知利得和感知利失之间的权衡;同时,顾客价值又具有层次性、动态性和关系性。顾客价值链是依据创造顾客价值的交易过程和关系过程所形成的顾客感知价值的整体,它的构建应体现顾客价值的核心思想和基本特性。

The core of customer value is the customer perceived value--the trade-off between perceived benefits and perceived sacrifices. At the same time, the customer value has the characteristic of level, change and relationship. The customer value chain is the whole customer perceived value on the basis of trade process and relationship process that both create customer value. So the structuring of customer value chain should embody the core idea and the basic characteristic of customer value.