基于顾客价值的产品差异化战略--加拿大Paper代写范文

加拿大Paper代写范文:“基于顾客价值的产品差异化战略”，这篇论文主要描述的是在实施产品差异化的过程中，相当一部分企业以顾客价值为基准，即，他们以满足顾客需求为基础。事实上，如果一个企业的唯一没有价值的客户，这是不可能形成产品差异化。一般来说，企业是通过两种机制，创造价值，客户需要他们，这个值是一个溢价（或是在相同的价格优惠）：一是降低客户成本，二是提高客户利益。

In the process of carrying out product differentiation, quite a few enterprises take customer value as the benchmark, i.e., they take to meet customer needs as its basis. In fact, if an enterprise’s uniqueness does not have value for customer, it is impossible to form product differentiation. Generally speaking, an enterprise is through two mechanisms to create value which customers need for them, this value is a premium (or it is preference in the same price): one is to reduce customer costs, the other is to increase customer benefits.
 
Reducing customer cost (Dolnicar, et al., 2012)
 
In selection of product differentiation, enterprises take to reduce the total cost of customer products or other customer costs as potential basis, especially to lower costs of some value activities which account for a considerable part of the total customer costs, such as the greatest opportunities. This usually requires the ability to accurately grasp customer value chain to find important value activities in customer value chain. Therefore, product differentiation selection based on this need enterprises to deeply understand how customers use a product, how their marketing, shipping and other activities influence customer costs (Khandelwal & Mathias, 2011). In general, in such selection, enterprises are often through the following ways to achieve differentiation: reducing delivery, installation and financing costs, reducing the required product usage, reducing direct costs and indirect costs of products, reducing the impact of products on the other value activities, reducing customer costs in other value activities which have nothing to do with tangible products and reducing product failure risk as well as customers’costs for expected failure. For example, energy-saving refrigerators are by reducing customer investment to reduce customer cost; copiers with a more reliable quality can reduce customers’repair and maintenance costs; improving compatibility of personal computers and auxiliary equipment can directly reduce customers’ switching costs, etc., in real life, there are more examples to show how small and medium enterprises reduce customer cost and form differentiation (Khandelwal & Mathias, 2011. In an enterprise’s process of implementation of differentiation strategy to reduce customer cost, in addition to reducing customers’direct monetary cost, the activities also include to directly reduce customers’time cost and psychological cost. For example, it is through convenient shopping places and simple transaction procedure, as well as service mode of a more long time than other enterprises’to have access to reducing customers’total costs, such as 24-hour convenience stores which can be found everywhere, they can reduce customers’ total costs in reasonable ranges (Yüksel & Yüksel, 2002).
 
Increasing customer benefits
 
Improving customer benefits is another way to create value for customers, it is also another base of the formation of enterprise diversification. For small and medium-sized enterprises, to improve customer benefits, the key lies in the understanding what is the most ideal efficiency for customers. When these customers obtain a product, they will consider whether it can be achieve the purpose of improving their operation efficiency through the purchase, or whether it can improve their operation efficiency (Jesson, 2009). Therefore, when an enterprise is in the creation of value, it should give full consideration to customer demand for value, and through improving customer benefits to help customers with achieving their non-economic goals, such as enhancing customers’ market position, enhancing customers’ brand image, etc. To take customer value as the basis of product differentiation means that an enterprise’s operation pattern should strictly respect for the needs of customers’, and it needs to pay a close attention to trends of changes in market and consumer psychology, according to the trends to continuously adjust the perspective of product differentiation, so as to provide customers with the products and services which meet their needs (Shaw, 2011).

51due留学教育原创版权郑重声明：原创留学生作业代写范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。

51due为留学生提供最好的college letter代写服务，亲们可以进入主页了解和获取更多paper代写范文 提供最专业的美国作业代写，详情可以咨询我们的客服QQ:800020041哟。-xz