顾客价值链探析

顾客不仅仅是“经济人”、“消费人”,更是“生活人”,消费行为是其生活活动中的一个环节。研究顾客需求、顾客价值,制定有效的营销战略应该从顾客生活角度出发。生活价值追求形成顾客生活价值链;往往某一生活活动由若干种消费活动组成,各相关消费形成顾客追求生活价值的一个“组合消费价值链”;而某一消费行为是其中一个基本组成单元,单项消费的各有关环节组成“单项消费价值链”,与其他相关生活、消费行为紧密关联。企业的产品经营可以通过顾客价值链营销,提升顾客有关生活价值体系的整体价值水平,来营造良好的产品生态环境,提高顾客满意度和产品营销水平。

A Study of Customer Value Chain

A customer is not only an "economic person" and "consumer",but moreover also a "living person",in the fact that consumer behaviors are part of his/her life activities.Therefore,it should take the angle of a customer's life to study customer needs,value and make any effective marketing strategies.What life value a customer seeks usually forms his/her life value chain.In general,one life activity consists of several consumer activities,and various related consumptions generate a "combined consumption value chain" of a customer's value-seeking.As element of this value chain,each individual consumer behaviors also have various segments which form a "single consumption value chain" closely associated with a customer's life and consumption behaviors.Sells of a company's products can be promoted by the channel of customer value chain.Through increasing the overall standards of customers' life values,one can foster a healthy selling environment of a product so that both customer satisfaction and sells are increased.