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Delivered value isTotal customer valueAndTotal customer costDifference.Among them, the total customer value includes all the benefits obtained by customers in the process of purchase and consumptioninterestProbably fromProduct value、service value 、People valueorImage value。The analysis of total customer value is the focus of customer theory research.Total customer cost includes the amount paid by customers to purchase a product or serviceCost of money, as well as the buyer's expected time, physical strength andSpiritual cost。
Due to the continuous development of society, the production capacity of goods has been greatly improved, so that today's consumers are faced with complex choices of goods and brands, which makes enterprises must pay attention to how customers make choices.Obviously, from an economic point of view, since consumers are socio-economic participants andcommodity valueThe implementer of, he must act according to the "bounded rationality", that is, the customer is evaluated according to the maximum value provided. Therefore, the premise of modern marketing theory is that the buyer will buy from the enterprise, which they think can provide the highestcustomer delivered value The so-called customer delivered value refers to the wholeCustomer value(total customer value) andOverall customer cost(total customer cost).Overall customer value refers to the total benefits that customers get from a given product and expectation, includingProduct value、service value 、People valueandImage value。The overall customer cost is the money, time, energy andSpiritual cost。
The concept of customer delivered value is put forward by enterprisesBusiness directionIt provides a comprehensive analysis idea.First of all, enterprises must improve production management and operation in an all-round, whole process and in depth to make their products acceptable to customers,Business performanceThe improvement of is not the result of behavior, but the function of multiple behaviors. In the past, we emphasized that marketing only focused on some specific operational elements such as products, prices, distribution, promotion, etc., while the delivered value believed thatCustomer valueThe realization of "s includes not only material factors, but also non-material factors;Not only the improvement of operation is needed, but also the management must adapt to the changes in the market.Secondly, creating good overall customer value in the production and operation of an enterprise is only the premise for an enterprise to gain competitive advantage and successfully operate. An enterprise should not only focus on creating value, but also pay attention to what consumers put into purchasing goods and servicesTotal cost。When purchasing goods and services, customers always want to minimize the relevant costs, including money, time, energy and spirit, while at the same time hoping to gain more practical benefits from them.Therefore, enterprises must also reduce production andCost of salesTo reduce the time, energy and spirit consumption of customers to purchase goods, thus reducing the monetary costCost of money。Obviously, fully understanding the meaning of customer delivered value can guide industrial and commercial enterprises to comprehensively design and evaluate the value of their products in market operation, so as to maximize customer satisfaction, and then improveEnterprise competitivenessIt is of great significance.
