自然美生物科技有限公司創造顧客價值之研究

以顧客為中心的思維已在二十一世紀裡蔚為風氣，企業與顧客之間的關係管理已成為新世紀企業在經營策略上不可或缺的重要考量；畢竟，忠誠的顧客都可能成為企業的捍衛者，而不僅止於代言（傳播）的角色而已。然而，此一策略思維如何化為具體有效之行動力呢？本文研究採用行銷學領域中的拉式策略觀點，提出創造顧客價值的營運模式，此乃企業創造競爭優勢的有效方法之一，企業可以將有限的資源運用在對顧客價值的規劃、提供、傳送與維持等過程中；企業若能持續為顧客創造價值，將可與顧客建立深度長期的關係，進而維持長期相互獲利的關係。

關鍵字

顧客；顧客價值

並列摘要

As the thought of customer-orientation has become an ethos in the 21(superscript st) century, the relationship management between enterprises and customers has become an indispensably critical consideration on business strategies for enterprises in the new century. After all, all loyal customers could become the defender of enterprises, not just the role of spoke person (circulator). However, how this strategic thought can become concrete and effective action power? This study adopts the pull strategy view-point in the domain of marketing studies, and comes up with creating customer value business model, which is one of the effective methods for enterprises to create competitive advantages. Therefore, enterprises can utilize limited resources in the process of planning, supply, delivery and retention of customer value. Do enterprises continuously create value for customers, enterprises will be able to establish a profound and long-term relationship with customers, and further maintain long-term mutual benefit relations.