基于顾客价值的企业核心竞争力研究

摘     要

核心竞争力理论的出现和兴起不仅是理论界的主流趋势，而且是企业现实竞争的必然要求。在不断发展和完善的过程中，核心竞争力理论的现实作用日益受到关注。与此同时，随着市场竞争的日趋激烈，市场营销领域出现了一个重要的概念——顾客价值，由于其深刻的理论内涵和重要的现实意义，顾客价值理论的内容日渐丰富，最终成为当代营销学理论的硬核。顾客价值理论不但为营销学带来了全新的进展，也为核心竞争力的研究提供了理论依据和参考。
研究计划围绕基于顾客价值的企业核心竞争力的问题进行研讨。首先，阐述了核心竞争力理论研究的背景、目标、意义和国内外现状。其次，阐释了顾客价值的内涵，分析了顾客价值的相关理论。最后，通过对企业核心竞争力的相关内容进行回顾，以及顾客价值与核心竞争力理论如何融合问题进行研讨后，文章强调了打造企业核心竞争力的必要性并提出了构建基于顾客价值的核心竞争力的五大措施。

关键词:顾客价值，核心竞争力，竞争优势
ABSTRACT

The appearance and emergence of the core competitive ability theory is not only the mainstream tendency in the theory, but also the inevitable request of the reality competition. In the process of the development and consummation, the function of the core competitive ability theory receives attention day by day. Meanwhile, with the fierce competition in the market, an important concept - customer value appears in the market marketing domain. As a result of its profound theory connotation and the important practical significance, the content of it enriches day after day, and becomes the hard core of the contemporary marketing study theory. The customer value theory has brought the brand-new progress for the marketing study and provided the basis and reference for the core competitive ability research as well.
This paper analyses the question of enterprise core competitive ability based on the customer value. Firstly, it indicates the background, the goal, the significance and the domestic and foreign present situations. Furthermore, it explains the concept of the customer value, and analyses the related theory. Finally, through the review to the related content and the way of how to put these theories in to practical use, this paper emphasizes the necessity of building up the enterprise core competitive ability and puts forwards five methods based on the customer value core competitive ability.

Keywords: Customer value, core competitive ability, competitive advantage

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