摘要
企业市场竞争力的本质是更大的顾客价值,而企业市场提供物就是顾客价值的载体。文章指出,提升企业市场竞争力就是通过调整、优化企业的市场提供物以增大顾客价值感知。企业要提升市场竞争力,必须转向价值创新的战略逻辑,并在价值创新战略思维模式的指导下,深入理解顾客需求,选择正确的目标市场,创新企业市场提供物。
The essence of enterprises, competitiveness is more customer value and enterprise market, and offerings of enterprises are the carrier of customer value.So the way to improve competitiveness is the way to increase customer value through adjust and optimize enterprise market offerings. This paper mainly includes two parts. The first clarifies the essence of enterprise competitiveness. Based on the first part,the second discusses the strategies of improve enterprise competitiveness,including shifting strategic thinking,understanding customers, needs,choosing target segments,and innovating enterprise market offerings.
出处
《中国流通经济》
CSSCI
2004年第11期50-53,共4页
China Business and Market
基金
国家自然科学基金项目<顾客关系资产决定因素
测评方法与管理研究>(项目编号:70272027)
国家社科基金项目<基于顾客感知价值的服务企业竞争力研究>(项目编号:02BJY099)的阶段性研究成果
关键词
企业
市场竞争力
顾客价值
价值要素
enterprise
competitiveness
customer value
value component
