Position: Home > Articles > The Empirical Analysis of Competitive Advantage on Milk Powder Brand Based on the Theory of Customer Value
Chinese Journal of Animal Science
2014,50
(6)
15-18+24
基于顾客价值理论的奶粉品牌竞争优势实证研究
作 者：
杨斌;晁伟鹏
单 位：
塔里木大学经济与管理学院
关键词：
感知利益;感知成本;顾客价值;奶粉品牌
摘 要：
市场经济的全面发展让顾客中心理念深入人心,顾客价值也随之不断受到重视。在顾客价值理论基础上,通过对13个国内外知名奶粉品牌及奶粉行业平均顾客感知利益、感知成本进行测量研究,得出各品牌和行业平均顾客价值,找出各品牌主要竞争对手,并对人口特征水平下的感知利益及感知成本差异进行分析,找到适合一般奶粉企业制定顾客价值改良策略的依据,以提升企业竞争优势,促进奶粉行业健康发展。
译 名：
The Empirical Analysis of Competitive Advantage on Milk Powder Brand Based on the Theory of Customer Value
作 者：
YANG Bin;CHAO Wei-peng;College of Economics and Management, Tarim University;
关键词：
perceived benefit;;perceived cost;;customer value;;milk brand
摘 要：
With comprehensive development of the market economy, customer center concept is deeply rooted in the hearts of the people and customer value has also been emphasized continually. Based on customer value theory, researching average customer perceived benefits and perceived costs in 13 domestic and international famous milk powder brands and milk powder industries, it finds out the average customer value and the main competitors in different brands and industries. By analyzing perceived benefits and perceived costs under the level of characteristics of population, it also finds out strategies for general milk powder enterprise to make customer value, which improves enterprise's competitive advantage and promotes the healthy development of milk industry.
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