论文标题:论顾客价值创新战略
Study on Customer Value Innovation Strategy
论文作者 刘羲
论文导师 刁兆峰,论文学位 硕士,论文专业 企业管理
论文单位 武汉理工大学,点击次数 1364,论文页数 55页File Size2659k
2004-11-01论文网 http://www.lw23.com/lunwen_206622/ 顾客价值;顾客价值创新;顾客价值创新战略;顾客价值创新模式;价值创造型企业
Customer Value; Customer Value Innovation; Customer Value Innovation strategy; Customer Value Innovation Mode; Enterprises of Value Creating Model
随着IT等高科技运用的日益广泛，市场竞争日益激烈，顾客需求不断变化，传统的工业经济社会正逐步转变为知识经济社会，企业的外部环境已经发生了广泛而深刻的变化，企业的生存和发展正面临着越来越严峻的挑战。大量理论研究和实践证明，实行战略管理是企业在复杂多变的经营环境中获得持续竞争优势的根本途径，而顾客价值创新战略正逐渐取代传统的竞争战略，成为现代企业高速成长的战略选择。 顾客价值创新特指企业的一种战略逻辑或是说战略思维，即以创新的方式进行企业价值创造，与传统战略逻辑强调“在竞争中击败对手以取得领先地位”的不同之处就在于，价值创新将重点放在为顾客提供新的解决方案而使企业经营与竞争无关，以不断开拓新市场取代于竞争者在现有市场中的零和博弈。顾客价值创新战略与竞争基点战略在战略导向、对竞争的认知及态度、对企业自身实力及行业范围的认识上具有明显不同的特征。 本文首先在绪论中对战略管理理论的发展及研究现状进行了综述，强调了研究顾客价值创新战略的重要性。然后从介绍顾客价值入手，分析了顾客价值理论的演进过程，得出顾客价值一直都是企业研究的核心内容之一的结论，而顾客价值创新战略则是企业获得持续竞争优势的重要来源，接着分析了顾客价值创新战略逻辑与传统竞争战略逻辑的不同之出，以及价值创新机制、原理等，并以此为基础初步探讨了实现顾客价值创新战略的4种途径和6种模式，最后提出了通过建立价值创造型企业对顾客价值创新战略的实施进行科学的管理的思路与措施，包括克服认识误区和防范实施风险。 本文的最终目的是想通过比较分析顾客价值创新战略与传统战略在定位、特征及经济管理方面的不同，表明顾客价值创新战略是企业适应知识经济发展要求的可持续发展战略。
Along with the increasingly extensive use area for the high-tech such as IT and with more intense competition and changing customer"s need, the conventional industry-economy social is translating into the knowledge-economy social step by step, and the exterior environment of the corporations has changed widely and profoundly, and the corporations are faced with more and more austere challenge.A lot of researches and practices indicate that the right choice for strategy is an ultimate approach for the corporations to gain sustaining competitive advantage in complex and turbulent environment. The customer value innovation strategy is replacing the traditional strategy of competition to become modern corporations" strategic choice for high growth.The customer value innovation specially means a kind of strategic logic or strategic thought, which is to create enterprise value in an innovative way. The different between the customer value innovation and the traditional strategist is the base of their logic. The traditional one put its stress on getting the leading place by beating rivals, while the new one emphasizes to offer new solution for customers, which has no relationship with management and competition, and replaces the sum-zero game between rivals in the market with developing more markets. The customer value innovation strategy is quite different from the strategy of competition on strategy trend, attitude on competition and understanding of our own enterprise and industry range.First of all, this thesis summarizes the development of the theory of strategy management and its status nowadays, in order to puts emphasis on researching the importance of customer value innovation strategy. Then, it introduces customer value and analyses the evolvement of its theory, which comes out a conclusion that customer value has always been one of the core in the management research domain and customer value strategy is an important approach for the corporations to gain sustaining competitive advantage.Meanwhile, we can know from this article, that the strategic logic of customer value innovation is different from the one of traditional competition and distinct system of value innovation, theory and so on, based on which its discusses 4 ways and 6 model of customer value innovation. In the end, it points out that how to managecustomer value innovation strategy, including setting up the enterprises of value creating model, and understanding the mistake of customer value innovation strategy and how to keep away the risk when the enterprises carry it into execution.The ultimate purpose of this topic is to prove that by the compare on the orientation, character and economic management of the customer value innovation strategy and the traditional one, the customer value innovation strategy is a sustaining growth strategy which is fit for the demand of the information economy nowadays.
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