基于市场细分的顾客价值分析

Customer Value Analysis Based on the Theory of Market Segmenting

顾客价值分析是顾客价值创新的核心基础,基于市场细分思想改进了已有的顾客价值分析模型,将研究分为总体市场和细分市场两阶段进行,有效避免了“以共性代替个性”和“以既定代替未定”的两个研究误区。此外提出了系统的关键要素的识别原则和方法,构造了一个直观的创新要素评估方法—素体积法。

This paper improves the Customer Value Analysis （CVA） model based on the theory of market segmenting because the CVA is the core of customer value innovation. The research is divided into two steps： whole market and segment market, which avoids two mistakes efficiently： replacing the individuality with commonness and replacing uncertainty with fixation. The author proposes a systematicidentifying principle and method of the key elements and an evaluation of the innovative element named element volume method is provided.