Buyers From Nanjing To Beijing Have No Sellers.

Although the market economy emphasizes fair trade, for a long time, the traditional marketing oriented by enterprises and products makes consumers tend to occupy a passive position.

In fact, the paction between an enterprise and its customers is a process of docking and balancing between customers' demand and supply value curve.

Fundamentally speaking, the important factor determining the process is customer value proposition. It is a process that the enterprise accurately and accurately delivers customer value, and is also a process that consumers satisfy and realize their own interests.

Today, though the research achievements of marketing are numerous, however, the research on consumer behavior in Chinese academia and enterprises is far from enough.

It is only in 1990s that we began to understand and study customer value from the perspective of customers.

Different scholars have different views on customer value proposition, from which we can see the deepening of customer value recognition.

The American Marketing scholar, Robert Robert, is one of the early scholars who recognized customer value.

His exposition of customer value is mainly reflected in the 4Cs theory put forward in 1990.

According to the traditional marketing mix 4Ps theory, it is only from the angle of enterprises to make marketing decisions and ignore the real value demand of customers. Labor argues that 4Cs should be the first thing that enterprises should pay attention to in marketing activities, which is the true embodiment of customer value.

For example, in terms of price, 4Cs theory holds that the acceptable price of consumers is the decisive factor for enterprises to formulate production costs. Enterprises should first understand how much the consumers are willing to pay for meeting the needs, rather than first pricing the products.

If enterprises want to pursue higher profits, they must try to reduce costs and push production technology and marketing methods to a new level.

The pricing thinking and strategy of most enterprises in the country is "selling price = cost plus profit". The first consideration of enterprise pricing is its own interests, rather than the affordability of consumers.

The price war has been controversial in China.

Although the price war in the highly competitive industries such as home appliances has brought unhappiness to the whole industry, the price war is inevitable from the development trend of the whole industry, especially in the environment of the rise of new technology, the change of customer needs and the upgrading of products.

In the past, people regarded Galanz as a "price killer" and now regarded BYD as a "price butcher".

In such a huge market and an unbalanced economic structure in China, prices are, to a large extent, the key elements that determine the life and death of enterprises.

Unlike most domestic enterprises' customary thinking, "profit = price - cost", BYD uses "cost = price - profit".

Obviously, the former will develop more new products to seek new "price / cost" structure to obtain high profits, so as to develop new products to drive technological innovation.

But this mode is very easy to imitate. Competitors' follow up will result in a rapid decline in the selling price of the products, thus making the company's high profits rapidly lose.

"Cost = price profit" thinking way makes BYD more focus on cost control, more concerned about how to use technology improvement way to reduce costs, to save cost research and development to drive technological innovation.

Kotler said: "in a society that lacks customers rather than products, customer focus is very important.

It's not enough to satisfy customers. You have to please customers. "

This is what many enterprises must face and must do today, that is, you should not only satisfy the customers, but also make the customers moved.

Making customers satisfied may be easy to do, and moving customers will further test the comprehensive competitiveness of enterprises' marketing system.

And the customers are the pursuers of the maximization of value, and they will know whether the goods are in line with their expectations, which will determine their satisfaction and the possibility of repurchasing.

Today, customers are important assets of an enterprise. Customer value is an important core value of an enterprise. This has become the consensus of many business managers.

Customer value refers to the products or services provided by the enterprises to satisfy their needs and satisfy their needs and loyalty, which includes the functional interests and emotional interests of the customers.

The premise for enterprises to satisfy and realize customer value is to understand the value proposition of customers, including what enterprises produce, how to produce, how to distribute, how to engage in after-sales service, how to maintain brand and how to cultivate customer loyalty. All these need to be seen from the perspective of customers.

Only when we have a deep insight into the market and provide abundant information to the marketers from the perspective of customers will it be conducive to the marketing decisions of enterprises, and enterprises will be able to remain invincible in today's competitive market.