基于顾客价值构建企业核心能力的研究
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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。
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.
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。
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.
引文
[1](美)菲利普·科特勒.营销管理[M]（第9版）.上海.上海人民出版社，2000
[2](美)迈克尔·R·所罗门.消费者行为[M]（第三版）.北京.经济科学出版社，2000
[3](美)亨利·阿塞尔.消费者行为和营销策略[M]（第6版）.北京。机械工业出版社，2000
[4]（美）迈克尔·哈默，詹姆斯·钱皮.改革公司[M].上海.上海译文出版社，1998
[5](美) 詹姆斯·钱皮.改革管理[M].上海.上海译文出版社，1998
[6](美) 迈克尔·哈默.超越改革[M].上海.上海译文出版社，1998
[7](美) 迈克尔·波特.竞争战略[M].华夏出版社，2001
[8] (美) 迈克尔·波特.竞争优势[M].华夏出版社，2001
[9] 白长虹（2001），西方顾客价值研究及其实践启示［J］，南开管理评论,3(6),pp.9-13
[10] (台)石滋宜.企业价值要重新认识[J].中外管理，2001，（5）
[11]Anderson, James C. Dipak C.Jain, and Pradeep K.Chintagunta(1993), “ Customer Value Assessment in Business Markets: A State-Pratice Study.” Journal of Business Marketing 1(1):3-30
[12]Butz,Howard E.,Jr.and Leonard.(1996). “ Measuring Customer Value: Gaining the Strategic Advantage.” Organizationl Dynamics 24(winter):63-77
[13]Jacquelyn S. Thomas (2001) “A Methodology for Linking Customer Acquisition to Customer Retention, ”Journal of Marketing Research,38(May),262-268
[14]Douglas Bowman and Das Narayandas (2001) “Managing Customer-Initiated Contacts with Manufacturer :The Impact on Share of Category Requirements and Word-of-Mouth Behavior,” Journal of Marketing Research,38(August),281-297
[15]Alexander Chernev and Gregory S. Carpenter (2001) “The Role of Market Efficiency Intuitions in Consumer Choice: A case of Compensatory Inference,” Journal of Marketing Research,38(August),349-361
[16]Riccardo Peccel and Partrice Rosenthat (2001) “ Delivering Customer-Oriented Behavior Through Empowerment: An Empirical Test of HRS Assumptions,”Journal of Management Studies,38(September),831-853
[17]Chezy Ofir and Itamar Simonson (2001) “In Search of Negative Customer Feedback: The Effect of Expecting to Evaluate on Satisfaction Evaluation,” Journal of Marketing Research,38(May),170-182
[18]W.Chan Kim and Renee Mauborgne (1999) “Creating New Market Space,” Harvard Business Review, January-February,83-93
[19]Linda L.Hellofs and Robert Jacobson (1999) “Market share and Customer Perceptions of Quality: When Can Firms Grow Their Way to Higer Versus Lower Quality,” Journal of Marketing,63(Jnauary),16-25
[20]Cheryl Comeau-Kirschner and Louisa Wah “Holistic Management,” Management
Review,(December),26-35
[21]Sandra Vandermerwe(2000) “ How Increase Value to Customers Improves Business Results,” Sloan Management Review,(Fall),27-37
[22]Stephen Brown(2001) “Torment Your Customers,” Harvard Business Review,(October),83-88
[23]Wayne S. Desarbo, Kamel Jedidi and Indrajit Sinha (2001) “Customer Value Analysis in a Heterogenous Market, ”
[24]Paul A. Bottomley and Stephen J.S. Holden(2001) “Do We Really Know How Consumers Evaluate Brand Extensoins? Empirical Generations Based on Secondary Analysis of Eight Studies”” Journal of Marketing Research,38(November,2001),494-500
[25]Paul Zipkin (2001) “The Limits of Mass Customization,” MIT SLOAN MANAGEMENT REVIEW,(Spring),81-87
[26]Levitt(1969),The Marketing Model: Pathways to Corporate Growth, McGraw-Hill, New York
[27]Wilson·DT and S ·Jantrania(1994), “Understanding the Value of Relationship,” Asia-Australia Marketing Journal,2(1),pp.55-66
[28]Lovelock(1995) “Competing on Service: Technology and Teamwork in supplementary Service, Planning Review, May/June.
[29]Drucker·Peter F. The Pratice of Managemengt: New York: Harper＆Brothers Publishers,1954
[29] Woodruff(1997), “Customer Value: the Next Source for Copetitive Advantage”, Journal of Academy of Marketing Science, 25(2),pp.139-153
[30] Nisbett.Richard and Timonthy D.Wilson(1977),“The Halo Effect: Evidence for Unconscious Alteration of Judgments.” Journal of Personality and Social Psychology.35(April),250-56
[31]Elizabeth J.Hawk and Garrett J.Sheridan(1999)“The Right Staff”, Management Review ,(June)
[32]Kenichi Ohmane(1998)“Getting Back to Strategy”, Harvard Business Review(November-December)
[33]Don Peppers, Martha. Rogers, and Bob Dorf(2000)“Is Your Company Ready For One-One Marketing?”, Harvard Business Review(January-February)
[34].W.Chan Kim and Renee·Mauborgne “Creating New Marketing Space”, Harvard Business Review(January-February)
[35]Jerry R.wilson(1991)” Word-Of-Mouth Marketing” John Wiley ＆Sons,Inc.
[36]G.Peter Penz, Consumer Soverignty and Human-Interests, Cambrige University Press,1986
[37]Robert B.Woodruff and Sarh F.Gardial, Know your customer: New Approach to Understanding Customer Value and Satisfaction. Blackwell Publishers Inc,1996
[38]Bishop,Wilard.,Jr.(1984),“Competitive Intelligence,” Progressive Grocer,(marc- h),19-20
[39]Dickson,Peter and Alan Sawyer(1985), “Point of Purchase Behavior and Price Perceptions of Supermarket Shoppers,”Marketing Science Institute Working Paper
[40]Cobb-Walgren.C.,C.ruble, and Donthu. (1995),“Brand Equity, Brand Preference, and
Purchase Intent”. Jouanal of Advertising, 24(3),25-40
[41] Huber,Joel and John McCann(1982)，“The Impact of Inferential Beliefs on Product Evaluation.” Journal of Marketing Research,19(August),478-83
[42]Anderson, James C. Dipak C.Jain, and Pradeep K.Chintagunta (1993), “ Customer Value Assessment in Business Markets: A State-Pratice Study.” Journal of Business Marketing 1(1):3-30
[43]Butz, Howard E, Jr.and Leonard.(1996). “Measuring Customer Value: Gaining the Strategic Advantage.” Organizationl Dynamics 24(winter):63-77
[44]Zeithmal, Valarie A.(1988). “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing 52(July):2-22
[45]Jacquelyn S. Thomas (2001) “A Methodology for Linking Customer Acquisition to Customer Retention, ”Journal of Marketing Research,38(May),262-268
[46]Douglas Bowman and Das Narayandas (2001) “Managing Customer-Initiated Contacts with Manufacturer :The Impact on Share of Category Requirements and Word-of-Mouth Behavior,” Journal of Marketing Research,38(August),281-297
[47]Alexander Chernev and Gregory S. Carpenter (2001) “The Role of Market Efficiency Intuitions in Consumer Choice: A case of Compensatory Inference,” Journal of Marketing Research,38(August),349-361
[48]Riccardo Peccel and Partrice Rosenthat (2001) “ Delivering Customer-Oriented Behavior Through Empowerment: An Empirical Test of HRS Assumptions,”Journal of Management Studies,38(September),831-853
[49]Chezy Ofir and Itamar Simonson (2001) “In Search of Negative Customer Feedback: The Effect of Expecting to Evaluate on Satisfaction Evaluation,” Journal of Marketing Research, 38(May), 170-182
[50]Parasueaman(1997) “Reflections on Gaining Competitive Advantage”, Journal of Academy of Marketing Science, 25(2),pp.154-161
[51]Linda L.Hellofs and Robert Jacobson (1999) “Market share and Customer Perceptions of Quality: When Can Firms Grow Their Way to Higer Versus Lower Quality,” Journal of Marketing, 63(Jnauary), 16-25
[2](美)迈克尔·R·所罗门.消费者行为[M]（第三版）.北京.经济科学出版社，2000
[3](美)亨利·阿塞尔.消费者行为和营销策略[M]（第6版）.北京。机械工业出版社，2000
[4]（美）迈克尔·哈默，詹姆斯·钱皮.改革公司[M].上海.上海译文出版社，1998
[5](美) 詹姆斯·钱皮.改革管理[M].上海.上海译文出版社，1998
[6](美) 迈克尔·哈默.超越改革[M].上海.上海译文出版社，1998
[7](美) 迈克尔·波特.竞争战略[M].华夏出版社，2001
[8] (美) 迈克尔·波特.竞争优势[M].华夏出版社，2001
[9] 白长虹（2001），西方顾客价值研究及其实践启示［J］，南开管理评论,3(6),pp.9-13
[10] (台)石滋宜.企业价值要重新认识[J].中外管理，2001，（5）
[11]Anderson, James C. Dipak C.Jain, and Pradeep K.Chintagunta(1993), “ Customer Value Assessment in Business Markets: A State-Pratice Study.” Journal of Business Marketing 1(1):3-30
[12]Butz,Howard E.,Jr.and Leonard.(1996). “ Measuring Customer Value: Gaining the Strategic Advantage.” Organizationl Dynamics 24(winter):63-77
[13]Jacquelyn S. Thomas (2001) “A Methodology for Linking Customer Acquisition to Customer Retention, ”Journal of Marketing Research,38(May),262-268
[14]Douglas Bowman and Das Narayandas (2001) “Managing Customer-Initiated Contacts with Manufacturer :The Impact on Share of Category Requirements and Word-of-Mouth Behavior,” Journal of Marketing Research,38(August),281-297
[15]Alexander Chernev and Gregory S. Carpenter (2001) “The Role of Market Efficiency Intuitions in Consumer Choice: A case of Compensatory Inference,” Journal of Marketing Research,38(August),349-361
[16]Riccardo Peccel and Partrice Rosenthat (2001) “ Delivering Customer-Oriented Behavior Through Empowerment: An Empirical Test of HRS Assumptions,”Journal of Management Studies,38(September),831-853
[17]Chezy Ofir and Itamar Simonson (2001) “In Search of Negative Customer Feedback: The Effect of Expecting to Evaluate on Satisfaction Evaluation,” Journal of Marketing Research,38(May),170-182
[18]W.Chan Kim and Renee Mauborgne (1999) “Creating New Market Space,” Harvard Business Review, January-February,83-93
[19]Linda L.Hellofs and Robert Jacobson (1999) “Market share and Customer Perceptions of Quality: When Can Firms Grow Their Way to Higer Versus Lower Quality,” Journal of Marketing,63(Jnauary),16-25
[20]Cheryl Comeau-Kirschner and Louisa Wah “Holistic Management,” Management
Review,(December),26-35
[21]Sandra Vandermerwe(2000) “ How Increase Value to Customers Improves Business Results,” Sloan Management Review,(Fall),27-37
[22]Stephen Brown(2001) “Torment Your Customers,” Harvard Business Review,(October),83-88
[23]Wayne S. Desarbo, Kamel Jedidi and Indrajit Sinha (2001) “Customer Value Analysis in a Heterogenous Market, ”
[24]Paul A. Bottomley and Stephen J.S. Holden(2001) “Do We Really Know How Consumers Evaluate Brand Extensoins? Empirical Generations Based on Secondary Analysis of Eight Studies”” Journal of Marketing Research,38(November,2001),494-500
[25]Paul Zipkin (2001) “The Limits of Mass Customization,” MIT SLOAN MANAGEMENT REVIEW,(Spring),81-87
[26]Levitt(1969),The Marketing Model: Pathways to Corporate Growth, McGraw-Hill, New York
[27]Wilson·DT and S ·Jantrania(1994), “Understanding the Value of Relationship,” Asia-Australia Marketing Journal,2(1),pp.55-66
[28]Lovelock(1995) “Competing on Service: Technology and Teamwork in supplementary Service, Planning Review, May/June.
[29]Drucker·Peter F. The Pratice of Managemengt: New York: Harper＆Brothers Publishers,1954
[29] Woodruff(1997), “Customer Value: the Next Source for Copetitive Advantage”, Journal of Academy of Marketing Science, 25(2),pp.139-153
[30] Nisbett.Richard and Timonthy D.Wilson(1977),“The Halo Effect: Evidence for Unconscious Alteration of Judgments.” Journal of Personality and Social Psychology.35(April),250-56
[31]Elizabeth J.Hawk and Garrett J.Sheridan(1999)“The Right Staff”, Management Review ,(June)
[32]Kenichi Ohmane(1998)“Getting Back to Strategy”, Harvard Business Review(November-December)
[33]Don Peppers, Martha. Rogers, and Bob Dorf(2000)“Is Your Company Ready For One-One Marketing?”, Harvard Business Review(January-February)
[34].W.Chan Kim and Renee·Mauborgne “Creating New Marketing Space”, Harvard Business Review(January-February)
[35]Jerry R.wilson(1991)” Word-Of-Mouth Marketing” John Wiley ＆Sons,Inc.
[36]G.Peter Penz, Consumer Soverignty and Human-Interests, Cambrige University Press,1986
[37]Robert B.Woodruff and Sarh F.Gardial, Know your customer: New Approach to Understanding Customer Value and Satisfaction. Blackwell Publishers Inc,1996
[38]Bishop,Wilard.,Jr.(1984),“Competitive Intelligence,” Progressive Grocer,(marc- h),19-20
[39]Dickson,Peter and Alan Sawyer(1985), “Point of Purchase Behavior and Price Perceptions of Supermarket Shoppers,”Marketing Science Institute Working Paper
[40]Cobb-Walgren.C.,C.ruble, and Donthu. (1995),“Brand Equity, Brand Preference, and
Purchase Intent”. Jouanal of Advertising, 24(3),25-40
[41] Huber,Joel and John McCann(1982)，“The Impact of Inferential Beliefs on Product Evaluation.” Journal of Marketing Research,19(August),478-83
[42]Anderson, James C. Dipak C.Jain, and Pradeep K.Chintagunta (1993), “ Customer Value Assessment in Business Markets: A State-Pratice Study.” Journal of Business Marketing 1(1):3-30
[43]Butz, Howard E, Jr.and Leonard.(1996). “Measuring Customer Value: Gaining the Strategic Advantage.” Organizationl Dynamics 24(winter):63-77
[44]Zeithmal, Valarie A.(1988). “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing 52(July):2-22
[45]Jacquelyn S. Thomas (2001) “A Methodology for Linking Customer Acquisition to Customer Retention, ”Journal of Marketing Research,38(May),262-268
[46]Douglas Bowman and Das Narayandas (2001) “Managing Customer-Initiated Contacts with Manufacturer :The Impact on Share of Category Requirements and Word-of-Mouth Behavior,” Journal of Marketing Research,38(August),281-297
[47]Alexander Chernev and Gregory S. Carpenter (2001) “The Role of Market Efficiency Intuitions in Consumer Choice: A case of Compensatory Inference,” Journal of Marketing Research,38(August),349-361
[48]Riccardo Peccel and Partrice Rosenthat (2001) “ Delivering Customer-Oriented Behavior Through Empowerment: An Empirical Test of HRS Assumptions,”Journal of Management Studies,38(September),831-853
[49]Chezy Ofir and Itamar Simonson (2001) “In Search of Negative Customer Feedback: The Effect of Expecting to Evaluate on Satisfaction Evaluation,” Journal of Marketing Research, 38(May), 170-182
[50]Parasueaman(1997) “Reflections on Gaining Competitive Advantage”, Journal of Academy of Marketing Science, 25(2),pp.154-161
[51]Linda L.Hellofs and Robert Jacobson (1999) “Market share and Customer Perceptions of Quality: When Can Firms Grow Their Way to Higer Versus Lower Quality,” Journal of Marketing, 63(Jnauary), 16-25