目录摘要..........................................................IAbstract............................................................II图目录.............................................................IV表目录..............................................................V1绪论...........................................................11.1研究背景..........................................................................................................11.2研究意义..........................................................................................................21.3文献综述..........................................................................................................21.3.1顾客价值理论综述................................................................................21.3.2战略营销理论综述................................................................................51.3.3基于顾客价值的战略营销理论综述....................................................91.4研究方法与设计...........................................................................................111.4.1研究对象与研究方法..........................................................................121.4.2研究设计............................................................................................122基于顾客价值的企业战略营销研究..................................132.1浙江忆丰科技有限公司简介.......................................................................132.2基于顾客价值的战略营销模式引入...........................................................132.3基于顾客价值的企业战略营销分析——以浙江忆丰科技为例................153结论和展望.....................................................20参考文献...........................................................21致谢............................................................23摘要当今，企业正面临着日益复杂的经营环境，经受着前所未有的竞争挑战与生存压力。激烈的市场竞争和不断变化的顾客需求，迫使企业更加关注顾客。如何从顾客价值创造的目标出发制定企业经营战略，实现企业长远发展是现代企业所努力的方向。传统的营销理论已经很难适应迅速变化着的营销环境。市场在变，顾客需求在变，企业必须围绕顾客价值，分析市场形势实行战略营销体制。以顾客为中心，通过整合企业的内部和外部资源，科学管理与其他利益相关者的关系，以促进企业与顾客之间的充分沟通和交流，更好创造顾客价值，进而建立、巩固和经营与顾客的长期良好关系，打造企业的持续竞争优势。本论文旨从浙江一个有特色的高科技企业——浙江忆丰科技入手，对忆丰科技的背景进行了解，通过引入基于顾客价值的战略营I销模型，并且对该企业的营销的优势和不足进行归纳和提炼，来研究基于顾客价值的企业战略营销体系。论文希望通过忆丰科技的个例来验证基于顾客价值的企业战略营销的重要性和实用性。同时，也对企业的营销规划建设提出了建议和展望。关键词：顾客价值；战略；营销AbstractToday,enterprisesarefacedwithincreasinglycomplexbusinessenvironment,subjectedtounprecedentedchallengesandtosurvivethepressureofcompetition.Fiercemarketcompetitionandchangingcustomerneeds,forceenterprisestopaymoreattentiontocustomers.Howtocreatecustomervaluefromthegoalofstartingthedevelopmentofbusinessstrategyistoachievelong-termdevelopmentofenterprisesIIbytheeffortsofamodernenterprisedirection.Traditionalmarketingtheoryhasbeendifficulttoadapttorapidlychangingmarketingenvironment.Themarketischanging,andchangingcustomerrequirements,enterprisesmustfocusoncustomervalue,analysisofmark...
