1、1外文翻译原文LINKINGMARKETINGSTRATEGYTOCUSTOMERVALUEIMPLICATIONSFORTECHNOLOGYMARKETERSMATERIALSOURCESCHOOLOFBUSINESSADMINISTRATIONPORTLANDSTATEUNIVERSITYAUTHORROBERTRHARMON,PHDEFFECTIVEMARKETINGSTRATEGYISINEXTRICABLYLINKEDTOTHEDEVELOPMENTOFPROCESSESFORTHECREATION,PRODUCTION,ANDDISTRIBUTIONOFPRODUCTSTHATAR
2、EFOCUSEDONTHECUSTOMERSPERCEIVEDVALUETHEDECISIONTOBUYANDTHEPRICETHATCUSTOMERSAREWILLINGTOPAYISDEPENDENTONTHEIRASSESSMENTOFTHEVALUETHEYWILLRECEIVEFROMONEPRODUCTRELATIVETOTHEKNOWNALTERNATIVESTHEEMERGENCEOFTHEINFORMATIONECONOMYHASCONTRIBUTEDTOTHECONVERGENCEOFKNOWLEDGE,GOODSANDSERVICESINTOTOTALPRODUCTSOL
3、UTIONSTHATATTEMPTTOMAXIMIZECUSTOMERPERCEIVEDVALUEAND,HENCE,CUSTOMERSATISFACTIONCUSTOMERSHAVEGREATERACCESSTOINFORMATIONABOUTCOMPETITIVEPRODUCTS,WHICHHASLEDTOANIMPROVEDABILITYTOARTICULATEVALUEEXPECTATIONSKNOWINGWHATCUSTOMERSVALUEANDHOWTHESOLUTIONSACOMPANYPROVIDESMEETTHOSEVALUESISKEYTODEVELOPINGAVIABLE
4、MARKETINGSTRATEGYTHEORIGINOFTHEPROPOSEDCUSTOMERVALUEMODELDRAWSHEAVILYFROMITSROOTSINSTRATEGICCOSTMANAGEMENTANDQUALITYFUNCTIONDEPLOYMENTQFDSPECIFICALLY,THEAUTHORSWEREEVALUATINGAPPROACHESTOAUGMENTTHECOSTDRIVERCONCEPTINACTIVITYBASEDCOSTINGBYANALYZINGASSOCIATIONSBETWEENCUSTOMERPERCEIVEDVALUEANDTHECOSTTHE
5、COMPANYINCURREDTOPROVIDETHATVALUETHEIDEAWASTOIDENTIFYTHESPECIFICACTIVITIESTHATCOMPANIESPERFORMEDTHATCONTRIBUTEDMAXIMALLYTOTHECREATIONOFCUSTOMERPERCEIVEDVALUEONCEACCOMPLISHED,ACTIVITIESANDRELATEDCOSTSCOULDTHENBECATEGORIZEDASTHOSETHATCONTRIBUTETOCUSTOMERVALUEANDTHOSETHATDONOTTHOSETHATDONOTCOULDBETARGE
6、TEDFORELIMINATIONPRODUCTDEVELOPMENT,MANUFACTURING,ANDMARKETINGACTIVITIESCOULDTHENBEREENGINEEREDTOMAXIMIZERELATIVECUSTOMERVALUEWITHTHESTRATEGICOBJECTIVETOACHIEVEINDUSTRYLEADINGPRODUCTINNOVATION,OPERATIONALEFFICIENCY,ANDCUSTOMERINTIMACY2STRATEGICALLY,KNOWLEDGEOFTHECUSTOMERSVALUEDRIVERS,GATHEREDTHROUGH
7、MARKETRESEARCHANDINTELLIGENCE,SHOULDBETHELEADINGINPUTFORTHEFIRMSVALUEPROPOSITIONWHICH,INTURNDRIVESTHEVALUECREATIONANDDELIVERYACTIVITIESTHUSTHEQFDCONCEPTOF“THEVOICEOFTHECUSTOMER”ISINCORPORATEDINTOTHEKEYACTIVITIESFORDESIGNING,MANUFACTURING,ANDMARKETINGTHEFIRMSGOODSANDSERVICESTHELASTSTEPINTHEMODELCLOSE
8、STHELOOPWITHTHECUSTOMERTHECUSTOMERWILLCOMPAREHIS/HERPERCEPTIONSOFTHEVALUERECEIVEDWITHTHEVALUEEXPECTATIONSTHERESULTANTSATISFACTIONORDISSATISFACTIONTHENBECOMESTHEFOUNDATIONFORFUTUREVALUEEXPECTATIONSAPERCEIVEDCUSTOMERVALUEPERCEIVEDCUSTOMERVALUEISTHEOVERALLBENEFITDERIVEDFROMTHEPRODUCT,HOWEVERTHECUSTOMER
9、DEFINESIT,ATTHEPRICETHECUSTOMERISWILLINGTOPAYINFORMATIONABOUTPERCEIVEDCUSTOMERVALUEALLOWSTHEFIRMTOADAPTITSOFFERINGSTOMEETCUSTOMERVALUEEXPECTATIONSPERCEIVEDCUSTOMERVALUEINFLUENCESCUSTOMERATTITUDESANDCORRESPONDINGLYCUSTOMERCHOICEBEHAVIORCUSTOMERVALUEEXPECTATIONSAREAPRIMARYFACTORINTHECUSTOMERSEVALUATIO
10、NSOFPRODUCTSATISFACTIONCONSUMERBEHAVIORMODELSCOMMONLYUTILIZEAN“INFORMATIONPROCESSING”APPROACHTODECISIONMAKINGTHECONCEPTUALFRAMEWORKISBASEDONANUNDERSTANDINGOFTHERELATIONSHIPBETWEENBELIEFS,ATTITUDES,INTENTIONS,ANDBEHAVIORSABOUTANOBJECT11PERCEIVEDCUSTOMERVALUEISCONCEPTUALLYTHERESULTOFAPROCESSTHATINCORP
11、ORATESBELIEFSABOUTAPRODUCT,WHICH,INTURN,FEEDATTITUDESANDINTENTIONSTOPURCHASEPERCEIVEDCUSTOMERVALUEISTHOUGHTTOAFFECTTHREELEVELSOFCUSTOMERCHOICE1THECHOICETOBUYORNOTBUY,2THECHOICEOFPRODUCTCLASSORTYPE,AND3THECHOICEOFSPECIFICBRANDBEHAVIORALEVIDENCESUPPORTSTHECONTENTIONTHATTHETHREETYPESOFCHOICESDONOTOCCUR
12、SIMULTANEOUSLYSITUATIONALANDINDIVIDUALEFFECTSMAYINFLUENCETHEORDEROFTHEPROCESSCONSUMERRESEARCHSUPPORTSTHENOTIONTHATCHOICEBEHAVIORISINFLUENCEDBYTHECUSTOMERSVALUEPERCEPTIONSTHEREFORE,ITISIMPORTANTTOUNDERSTANDWHATTHESEVALUEPERCEPTIONSARESHETH,ETALDEVELOPEDATHEORETICALMODELTHATPOSITSFIVEVALUESTHATDRIVECU
13、STOMERCHOICEFUNCTIONALVALUEISTHEPERCEIVEDUTILITYTHATDERIVESFROMAPRODUCTSPHYSICAL,UTILITARIAN,ORFUNCTIONALATTRIBUTESSOCIALVALUEISDERIVEDFROMANALTERNATIVESASSOCIATIONWITHANIDENTIFIEDDEMOGRAPHIC,SOCIOECONOMIC,CULTURAL,ORETHNICGROUPEMOTIONALVALUEDERIVESFROMTHEABILITYOF3ANALTERNATIVETOAROUSEANEMOTIONALOR
14、AFFECTIVESTATEEPISTEMICVALUEISACQUIREDBYANALTERNATIVEASTHERESULTOFITSABILITYTOAROUSECURIOSITY,PROVIDENOVELTY,AND/ORSATISFYADESIREFORKNOWLEDGEFINALLY,CONDITIONALVALUEDERIVESFROMTHESPECIFICSITUATIONORCONTEXTOFTHEPURCHASEDECISIONTHISMODELFORMSTHEFOUNDATIONFORTHEFOLLOWINGDISCUSSIONOFCUSTOMERVALUEDRIVERS
15、BCUSTOMERVALUEDRIVERSWHENINTELCORPORATIONDECIDEDTOIGNOREITSCUSTOMERSCONCERNSABOUTAFLOATINGPOINTPROBLEMWITHITSPENTIUMPROCESSOR,ITLEARNEDAVERYIMPORTANTLESSONABOUTCUSTOMERVALUEINTELHADSPENTSEVERALYEARSEFFECTIVELYPOSITIONINGITSMICROPROCESSORSAS“THE”MICROPROCESSORTOBUYWITHITS“INTELINSIDE”POSITIONINGSTRAT
16、EGYTHISISANOTABLEACHIEVEMENTFORACOMPUTERCHIPSUPPLIERTHATWASINADERIVEDDEMANDPOSITION,DEPENDENTONTHESUCCESSOFTHEOEMSMARKETINGSTRATEGYWHENINTELREFUSEDTOADDRESSCUSTOMERSCONCERNS,ITALLOWEDITSPOSITIONINGSTRATEGYTOBACKFIREINTELINSIDECAMETOREPRESENT“PROBLEMSINSIDE”FORSOMEUSERSTHECUSTOMERREBELLIONFORCEDINTEL
17、INTOAPRODUCTRECALLTHATCOSTTHECOMPANYOVER500MILLIONANDBRUISEDITSRELATIONSHIPSWITHCUSTOMERSINTELLEARNEDTHATCUSTOMEREMOTIONSANDINTELSIMAGEAREIMPORTANTVALUEDRIVERSINORDERTOBUILDEFFECTIVEMARKETINGSTRATEGYCOMPANIESMUSTFIRSTUNDERSTANDTHEFACTORSTHATDRIVECUSTOMERPERCEPTIONSOFVALUETHEVALUEEQUATIONWHEREPERCEIV
18、EDVALUEPERCEIVEDBENEFITDELIVEREDPRICEISAUSEFULHEURISTICFOREMPHASIZINGTHATACUSTOMERSVALUEPERCEPTIONSAREDEPENDENTONTHETRADEOFFSBETWEENTHEPERCEIVEDBENEFITSOFFEREDBYTHEPRODUCTOFFERINGATTHEDELIVEREDPRICEMARKETERSMUSTUNDERSTANDWHATTHESETRADEOFFSAREANDHOWTHEYSHOULDINFLUENCETHEDESIGNOFEACHELEMENTOFTHEFIRMSV
19、ALUECREATIONANDDELIVERYPROCESSESEGPRODUCTDESIGN,MANUFACTURING,DISTRIBUTION,COMMUNICATIONS,PRICE,ETCTHEREFORE,ITISOFPARAMOUNTIMPORTANCETOUNDERSTANDWHATTHECUSTOMERSVALUEDRIVERSAREANDHOWIMPORTANTEACHISTOTHEPURCHASEDECISIONCUSTOMERVALUEDRIVERSARETHEDECISIONRELATEDATTRIBUTESTHATAREPERCEIVEDBYTHECUSTOMERT
20、OBETHEMOSTIMPORTANTTOTHECHOICEPROCESSASSUCH,VALUEDRIVERSAREBASEDONTHEBUYERSBELIEFSABOUTTHEPRODUCTANDTHECOMPANYINADDITIONTOTHEBUYERSMOTIVATIONSANDTHEBUYINGSITUATIONTHECUSTOMERSECONOMICPERFORMANCEANDSUPPLIERVALUEPERCEPTIONSARETHEEMBODIMENTOFSTRONGLYHELDBELIEFSANDATTITUDESTHATMAKEUPABRANDSIMAGEASTRONGB
21、RANDIMAGEISAMAJORINFLUENCEONTHEACTUALDECISIONTOPURCHASEITISUSEFULTOCONCEPTUALIZEVALUEDRIVERSBRANDIMAGESINTERMSOF4DECISIONCRITICALBRANDASSOCIATIONS,WHICHARELINKEDINMEMORYTOABRANDORACOMPANYBRANDASSOCIATIONSAREPERCEPTIONSCREATEDTHROUGHEXPERIENCEANDBYACQUIRINGSECONDARYINFORMATIONFROMALLSOURCESABUYERSPER
22、CEPTIONSABOUTHIS/HERPERSONALMOTIVATIONSFITTHESAMEGENERALMODELTHESEATTRIBUTIONSMAYRESULTFROMSELFPERCEPTIONSABOUTPASTBEHAVIORAND/OREVALUATIONSOFEXTERNALSTIMULIAMARKETERSKNOWLEDGEOFBRANDIMAGESISEXTREMELYUSEFULSTRATEGICALLYFORTHEEFFECTIVEPOSITIONINGOFABRANDINTHEBUYERSMINDCUSTOMERVALUEDRIVERSSHOULDFACILI
23、TATETHEPROCESSINGANDRETRIEVALOFPRODUCTINFORMATIONVALUEDRIVERSSUMMARIZECUSTOMERBELIEFSABOUTTHEPRODUCTORFIRMPROVIDETHEBASISFORDIFFERENTIATIONCUSTOMERSMUSTPERCEIVETHATACOMPANYSPRODUCTISSUPERIORTOTHECOMPETITIONONTHERELEVANTVALUEDRIVERSCREATEPOSITIVEATTITUDESANDFEELINGSPOSITIVEATTITUDESREDUCECOUNTERARGUI
24、NGANDAREDIFFICULTFORCOMPETITORSTOOVERCOMEPROVIDETHEREASONTOBUYVALUEDRIVERSPROVIDESPECIFICREASONSTOBUYINADDITIONTOCREDIBILITYANDCONFIDENCEINTHEBRANDITISIMPORTANTTONOTETHATALARGEBODYOFRESEARCHEXISTSONCONSUMERDECISIONPROCESSESANDCHOICEMODELSALTHOUGHITISNOTTHEPURPOSEOFTHISPAPERTOCONDUCTAREVIEWOFTHISRESE
25、ARCH,ITISIMPORTANTTONOTETHATITSUPPORTSTHENOTIONTHATCUSTOMERSAREABLETOCHOOSEBETWEENPRODUCTALTERNATIVESBASEDONPERCEIVEDVALUEINMANYCASES,BUYERSAREABLETOSIMPLIFYTHEPROCESSTOJUSTAFEWATTRIBUTES,OREVENONEATTRIBUTETHATDELIVERSTHEMOSTPERCEIVEDCUSTOMERVALUETHEFOLLOWINGDISCUSSIONWILLDESCRIBEEACHOFTHEFIVEMAJORC
26、USTOMERVALUEDRIVERCLASSESTHATINFLUENCECUSTOMERDECISIONMAKINGANDBEHAVIORTAXONOMYOFINDIVIDUALVALUEDRIVERSFOREACHVALUEDRIVERCLASSWILLTHENBEPRESENTED1ECONOMICVALUEDRIVERSECONOMICVALUEDRIVERSAREBASEDONTHEBUYERSPERCEPTIONSABOUTTHECOSTOFACQUIRING,OWNING,INSTALLING,USING,ANDDISPOSINGOFAPRODUCTORSERVICEECONO
27、MICVALUEISASSOCIATEDWITHSHETHSFUNCTIONALVALUE,WHICHINDIRECTLYDEALSWITHPRICINGANDCOSTSISSUES2PERFORMANCE/FUNCTIONALVALUEPERFORMANCEVALUEISBASEDONTHEBUYERSPERCEPTIONSOFTHEUTILITYTOBEDERIVEDFROMTHEFUNCTIONALSPECIFICATIONSASSOCIATEDWITHAPRODUCTORASERVICETHISVALUEDRIVERISASSOCIATEDWITHSHETHSFUNCTIONALVAL
28、UE3BUYERSPERCEPTIONSABOUTTHESUPPLIERTHEBUYERSPERCEPTIONSABOUTTHE5SUPPLIERAREAMAJORFACTORINGAININGACCEPTANCEFORABRANDWHEREECONOMICANDPERFORMANCEVALUECANBEINFLUENCEDRELATIVELYRAPIDLYBYCHANGESINPRICEANDPRODUCTDESIGN,ITTAKESMUCHLONGERTOCHANGEPERCEPTIONSABOUTACOMPANYTHEKEYISSUEHEREISTHEFIRMSPERCEIVEDCRED
29、IBILITYANDCOMMITMENTTOTHEMARKET4BUYERSMOTIVATIONSANDGOALSTHEBUYERSPSYCHOLOGICALMOTIVATIONSANDGOALSFORAPARTICULARPURCHASEARECENTRALTOTHEDECISIONPROCESSPSYCHOLOGICALMOTIVESARISEFROMTHEBUYERSNEEDFORRECOGNITION,ESTEEM,ANDBELONGINGADDITIONALMOTIVATIONSMAYINVOLVENOVELTYSEEKING,ANDKNOWLEDGEACQUISITIONBUYER
30、MOTIVATIONSAREOFTENSUBJECTIVEANDEMOTIONALTHISVALUEDRIVERISANALOGOUSTOSHETHSEMOTIONALVALUEANDEPISTEMICVALUE5THEBUYINGSITUATIONPURCHASEBEHAVIORALWAYSOCCURSWITHINASITUATIONALCONTEXTTHESITUATIONMAYACTASACONSTRAINTORTOFACILITATEAGIVENPURCHASEORITMAYHAVENOEFFECTATALLTHEBUYINGSITUATIONCONSISTSOFTHOSETEMPOR
31、ARYENVIRONMENTALFACTORSTHATFORMTHECONTEXTINWHICHPURCHASERELATEDACTIVITYOCCURSKEYSITUATIONALVARIABLESHAVEBEENDEMONSTRATEDTOHAVESIGNIFICANTEFFECTSONBEHAVIORTHEBUYERSTASKDEFINITION,RESOURCECAPABILITY,TIMEHORIZON,PASTEXPERIENCE,ANDSOCIALINFLUENCESTHEBUYINGSITUATIONISSIMILARTOSHETHSCONDITIONALVALUECCUSTO
32、MERVALUEBASEDMARKETINGSTRATEGYMARKETINGSTRATEGYHASTHEABILITYTOBOTHCREATEANDDELIVERCUSTOMERVALUEONEOFTHEMAJORSHORTCOMINGSOFTRADITIONALREENGINEERINGSTRATEGIESISTHEEXCLUSIVEFOCUSONINTERNALVALUECREATIONPROCESSESTHEIMPORTANCEOFTHEMARKETINGFUNCTION,WHICHIMPACTSVALUECREATIONBOTHINTERNALLYANDEXTERNALLY,ISVI
33、RTUALLYIGNOREDMARKETINGHASAMAJORROLEININFLUENCINGINTERNALVALUECREATIONBYBRINGINGTHE“VOICEOFTHECUSTOMER”TOPRODUCTDEVELOPMENTANDMANUFACTURINGACTIVITIESMARKETINGSEXTERNALROLEISASLEASTASIMPORTANTMARKETINGCREATESVALUEBYDEVELOPINGKNOWLEDGEBASEDRELATIONSHIPSWITHITSCUSTOMERSTHISCREATESABETTERUNDERSTANDINGOF
34、CUSTOMERVALUEREQUIREMENTSANDENABLESTHEDELIVERYOFCUSTOMIZEDSOLUTIONSTHISNOTIONISLABELED“CUSTOMERINTIMACY”BYTREACYANDWIERSEMAAND“ENRICHINGTHECUSTOMER”BYGOLDMAN,ETAL14TOTHEEXTENTTHATMARKETINGISSUCCESSFULINMEETINGOREXCEEDINGCUSTOMERVALUEEXPECTATIONS,THERESULTINGCUSTOMERSATISFACTIONSHOULDSTRENGTHENTHEREL
35、ATIONSHIPITSHOULDBENOTEDTHATVALUEISATWOWAYSTREETITISCERTAINLYTHEJOBOFTHEFIRMTOCREATEVALUEFORITSCUSTOMERSHOWEVER,IFTHEFIRMISTOREMAININBUSINESS6ANDGROW,CUSTOMERSMUSTHAVEVALUEFORTHEFIRMTHEADVENTOFMARKETINGDATABASESHASENABLEDMARKETERSTOTRACKTHE“LIFETIMEVALUE”OFTHECUSTOMERINOTHERWORDS,CUSTOMERCANNOWBEEVA
36、LUATEDINTERMSOFHOWRESPONSIVETHEYARETOMARKETINGPROMOTIONSANDHOWMUCHPROFITTHEYGENERATEFORTHECOMPANYOVERTIMEMARKETINGSPRIMARYSTRATEGICROLELIESINEFFECTINGSTRATEGIESTHATDIFFERENTIATETHECOMPANYSPRODUCTSANDSERVICESFROMTHECOMPETITIONTHEFOLLOWINGDISCUSSIONWILLPRESENTKEYAREASWHEREMARKETINGSTRATEGYCANBEREADILY
37、LINKEDTOCUSTOMERVALUE1MARKETSEGMENTATIONSTRATEGYTHISSTRATEGYENABLESTHETARGETINGOFSPECIFICGROUPSOFCUSTOMERSWHOHAVEIDENTIFIABLEVALUEREQUIREMENTSWITHTHEAPPROPRIATEPRODUCTSANDSERVICESCUSTOMERVALUEBASEDSEGMENTATIONSTRATEGIESAREOFTENCALLED“BENEFITSEGMENTATION”2PRODUCTDEVELOPMENTSTRATEGYMARKETERSMUSTENSURE
38、THATTHE“VOICEOFTHECUSTOMER“ISREPRESENTEDINTHEPRODUCTDEVELOPMENTPROCESSTECHNIQUESSUCHASQFDTHATATTEMPTTODEALWITHTHISISSUEAREFOCUSEDONPRODUCTFEATURESANDOTHERCHARACTERISTICSMOSTQFDCUSTOMERINPUTDOESNOTARTICULATECUSTOMERVALUEINWAYSTHATISUSEFULTOTHEDESIGNPROCESSMARKETINGHASAMAJORSTRATEGICROLETOENSURETHATTH
39、EFIRMSPRODUCTSANDSERVICESDESIGNSAREFIRMLYBASEDONCUSTOMERVALUE3POSITIONINGSTRATEGYONCEACOMPANYISCONFIDENTTHATITSPRODUCTSANDSERVICESACCURATELYREFLECTCUSTOMERVALUEREQUIREMENTS,MARKETINGMUSTDEVELOPACOMMUNICATIONSSTRATEGYTOEFFECTIVELYPOSITIONTHEBRANDRELATIVETOCOMPETITORSOFFERINGSPOSITIONINGSTRATEGYISIMPL
40、EMENTEDBYUTILIZINGADVERTISING,PERSONALSELLING,ANDOTHERPROMOTIONALCHANNELSPOSITIONINGSTRATEGYREPRESENTSAFIRMSDECISIONOFHOWANDWHEREITWILLUSEITSDISTINCTIVEVALUECREATINGCOMPETENCIESTOCREATECOMPETITIVEADVANTAGEEFFECTIVEPOSITIONINGSHOULDMAKEITDIFFICULTFORCOMPETITORSTOMATCHANOFFERINGSATTRACTIVENESSWITHOUTL
41、OWERINGPRICEINDEED,ALOWERPRICEMAYNOTBEAFFECTIVEINCOUNTERINGGOODPOSITIONINGIFTHESTRATEGYISBASEDONANIMPORTANTVALUEDRIVERWHERETHEFIRMHASAUNIQUEANDSUSTAINABLECOMPETITIVEADVANTAGESUCHANIMPORTANTVALUEDRIVERISCALLEDA“UNIQUESELLINGPROPOSITION”ANDISOFTENUSEDINADVERTISINGMESSAGESTOSUPPORTBRANDPOSITIONINGGOODP
42、OSITIONINGISBASEDONTHEFOLLOWINGFACTORSAIDENTIFICATIONOFTHERELEVANTVALUEDRIVERS,BASSESSINGTHERELATIVEIMPORTANCEOFEACHINTHECUSTOMERSDECISIONPROCESS,CCOMPARINGTHEPRODUCTWITHCOMPETITORSONTHEIMPORTANTVALUEDRIVERS,ANDDDETERMININGTHEINFORMATIONNEEDEDBYTHECUSTOMER7TOMAKETHEBUYINGDECISION译文技术营销以顾客价值的营销策略的启示资
43、料来源波特兰州立大学工商管理学院作者ROBERTRHARMON,PHD有效的营销策略与产品创新，新产品开发，以及那些提高顾客感知价值的分销是密不可分的。客户都愿意支付他们认为具有较高的价值的购买的价格。信息经济的出现，促进了知识，商品和服务纳入整个产品的营销方案，试图最大限度地提高客户感知价值是客户满意大幅提高的标准。这导致了一种改进的能力表达价值期望获取信息，知道什么是顾客价值，公司将提供解决方案来满足这些价值观是制定可行的营销策略的关键。客户价值模型的起源大量借鉴战略成本管理和质量功能展开（QFD）的根源。具体来说，作者评价以增加在活动为基础，通过分析客户之间的感知价值和所涉及的成本来确定
44、公司对于顾客价值策略确立的标准，这个概念可以鉴别出能增加公司进行最大限度地创造顾客感知价值所开展特定的活动。一旦完成，这些活动和有关费用分类成对顾客让渡价值有无帮助的两部分，而那些无帮助的就可以消除。产品开发、生产、营销活动就可以针对最大化客户价值实现战略目标的行业领先的产品创新、经营效率，客户关注度来开展。从战略上讲，客户价值认知的驱动者，集中了基于市场调研和情报，这些应该是导致公司的价值取向，这又反过来推动了价值创造和交货的活动。因此，QFD理念的提出，“客户”的愿望将进入设计、制造、营销产品和服务的关键营销活动。该模型的最后一个步骤与顾客形成循环。客户会比较他受到给予价值的期望程度。最终
45、在满意和不满意的基础上成为未来价值的期望。1顾客感知价值顾客感价值的整体利益来源是产品，然而定义这个问题是在顾客愿意支付的价格上面，对被认知的顾客价值该公司适应产的能力的信息，以满足顾客价值的期望。顾客价值影响顾客选择相应的产品的服务和行为。顾客价值的期望是评估顾客满意的主要因素。顾客行为模型一般使用“信息处理”的手段来确定，此模型框架是基于理解信仰，态度，意图，以及针对目标的行为的关系。其认为顾客价值概念上是一个将产品信念化的过程的结果，这又反过来影响顾客的态度和购买意图。顾客价值影响客户的选择的三个层次1选择去买或不买，2选择产品档次或类型，3选择特定品牌。这三种类型的选择是不同时发生的，
46、而依情况而定，可能影响其独特作用的过程。8消费者的调查支持了顾客购买行为是受客户感知价值影响。因此了解价值观点是很重要。SHETH设计了关于价值观念的五个模型功能价值是知觉的工具，源于从一个产品本身的功能属性。社会价值衍生自一个选择特定的人口、社会经济的、文化的、或种族群体。情感价值源自一种掀起一股情感或情感的状态的能力。认知价值消费者选择取决于产品是否具有满足好奇心、新鲜感和追求新知的态度最后，条件价值来源于特殊环境或背景下的购买决定。该模型是下面讨论的顾客让渡价值的基础。2顾客让渡价值当英特尔公司决定忽视其客户的担心的奔腾处理器的浮点问题后学习了一堂关于顾客价值的及其重要的课程。英特尔花了
47、几年有效定位英特尔的微处理器的定位策略，这是一个显著的成绩依赖于成功的OEM的营销策略（为计算机芯片供应商派生需求的位置）。当英特尔拒绝回应用户问题，它的定位战略会适得其反。客户反抗迫使英特尔公司召回超过500万美元的成本的产品，该公司为其客户关系的失败损失惨重。英特尔了解到客户的情感和英特尔形象都是重要让渡价值。为了建立有效的营销策略公司首先要了解那些提高顾客让渡价值的因素，这个价值方程式为感知价值感知利益让渡价格是一种有用的启发及强化客户的价值。营销人员必须了解如何将影响中各元素的公司的价值创造和交货过程如产品设计、制造、分销、通讯、价格等。因此，它是理解客户的价值驱动者的最重要因素,影响
48、顾客确定购买决定。顾客价值驱动因素是顾客决定其相关的选择过程的重要因素，这样,价值驱动者是与买方的观念有关，包括买方的购买动机以及高质量的产品和服务。顾客的经济能力、性能和供应商认知价值的体现使这种信仰和态度强烈以致构成一个品牌的形象，一个强大的品牌形象影响决定购买的因素。顾客价值驱动者（品牌形象）的品牌联系决定有关存储品牌或公司的临界。品牌通过经验和创造看法从次要的信息由获得品牌来源。这些属性可能产生于过去的行为或评估外界刺激反应情况。一个市场品牌形象品牌定位在买方的想法是非常有用的有效战略。顾客让渡价值反映促进加工和检索的产品信息。整理总结客户让渡价值的观念产品或公司。提供基础分化。客户必
49、须觉察到公司产品的顾客让渡价值优于竞争对手。创造积极的态度和感觉。积极的态度减少柜台的争论优于竞争对手从而提供购买理由，顾客让渡价值提供具体理由去买品牌信任度的产品。大量的研究都是基于消费者决策流程和选择模型的。尽管它不是论文回顾这一研究的目，但值得注意的是，它支持顾客选择基于价值理念的一个观点，9在许多情况下，买方可以简化一些只是属性的程序，选择最让渡的顾客价值。下面的讨论将描述每5个主要的顾客让渡价值的影响决策及行为的分类方法。1经济价值的让渡因素经济价值的决定因素是基于买方对获取，拥有的成本、处理产品或服务的看法。这是SHETH的功能经济价值以及间接定价和交易成本问题。2性能/功能价值。绩效价值是买方基于对用途的认识功能规范中提取相关的产品或者服务，这是SHETH的功能价值的价值让渡。3买方对供应商的观念顾客对供应商的看法就决定一个品牌的可接受程度。经济和功能可以影响在价格和产品设计相对变化快速，需要更长的时间来改变一家公司的看法，这些问题的关键是公司信誉和已承诺的特定市场。4买方的动机和目标买方的心理动机和购买目标是一个交易决策过程的中心。心理动机产生于买方对产品的识别、推崇和归属感。额外的动机可能包括对获取知识的兴趣，买方通常是根据主观动机和情感来确定购买行为的。这个价值驱动者，就类似
