基于顾客感知价值的企业绩效模型及应用

Application of Company Achievement Model based on Customer Perceived Value

顾客感知价值作用机制能够很好地解释企业内部资源对企业绩效的作用途径,从而为企业经营者以资源基础观为基础的战略经营思路向以顾客为中心的市场导向经营思路转变提供了理论依据。企业应该明确合理的产品定位和价值主张,努力提高为顾客提供的功能收益、情感收益和社会收益,同时考虑到从顾客角度所能感知的收益与成本,提高顾客满意度和忠诚度,进而提高企业绩效、创建自己独特的竞争收益。

Customer value system gives a good explanation to how companies＇ inner resources influence its achievement,and provides theory basis for transferring resources orientation to customer orientation.Company should classify its product positioning and value,and improve customers＇ functional,emotional and social benefit,in addition,improve customer satisfaction and loyalty from the view of customer value and cost,in order to improve company achievement and create its unique competition benefit.