基于顾客价值的重庆FT公司竞争优势提升研究

发布时间：2018-03-22 19:31

本文选题：顾客价值　切入点：竞争优势　出处：《重庆理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：从目前国内外关于竞争优势以及顾客价值的研究来看,相关研究已经相对完备,但是,从研究整体来看,更多的研究往往基于宏观层面的角度进行研究,而针对房地产行业或者针对一个具体的房企的研究相对较少,由于站在宏观的角度研究,很多学者的研究往往是从通用的角度提出如何去构建基于顾客价值的竞争优势流程和基本方法。而地产行业自身具有一定的特殊性,所以,在这里本文选择重庆FT公司,更多是希望针对地产行业中一个具体的房企,找到如何从顾客价值入手去构建企业的竞争优势的基本思路和做法。希望自己的研究能起到一个抛砖引玉的作用,在一定程度上弥补现阶段我们对地产行业中,顾客价值与地产企业竞争优势结合研究的不足。重庆FT公司成立于2008年,在重庆地产行业中取得了一定的成绩。2015年,公司制定了新的战略发展目标:未来5-10年努力将重庆FT公司建设成为重庆领先的地产开发企业。本文在现有国内外顾客价值理论以及竞争优势理论研究的基础上,对重庆FT公司深入调研,分析目前FT公司所存在的基本问题,帮助公司更清楚的发现顾客需求所在,从而依据真正的顾客价值构成来帮助FT公司准确制定公司顾客价值的目标和模型。在此基础上,利用顾客的期望对公司的竞争优势进行识别挖掘,使公司在把握自身核心资源基础上,进行有效分工协作,利用自身的优势不断创造顾客价值,推动公司强化和提升竞争优势,实现企业的可持续发展,希望自己通过对FT公司的研究可以实现以点带面,为地产行业其他企业的发展提供一定的参考和借鉴。
[Abstract]:From the current research on competitive advantage and customer value at home and abroad, the relevant research has been relatively complete. However, from the overall point of view, more studies are often based on the perspective of the macro level. However, there are relatively few studies on the real estate industry or on a specific housing enterprise, because of the study from a macro perspective. Many scholars often put forward how to construct competitive advantage process and basic method based on customer value from the general point of view. However, the real estate industry has its own particularity, so this paper chooses Chongqing FT Company. More in the hope of a specific housing enterprise in the real estate industry, to find out how to start with customer value to build a competitive advantage of the basic ideas and practices. I hope my own research can play a role in guiding the development of the real estate industry. To some extent, we can make up for the deficiency of our research on the combination of customer value and competitive advantage of real estate enterprises. Chongqing FT Company was founded in 2008 and has made some achievements in Chongqing real estate industry. The company has formulated a new strategic development goal: to build Chongqing FT Company into a leading real estate development enterprise in Chongqing in the next 5 to 10 years. This paper is based on the research of customer value theory and competitive advantage theory at home and abroad. Deeply investigate the Chongqing FT Company, analyze the basic problems existing in the FT Company at present, and help the company to find out the customer demand more clearly. Therefore, according to the real customer value structure, it can help FT to accurately formulate the objectives and models of the company's customer value. On the basis of this, we can identify and mine the competitive advantage of the company by using the customer's expectation. On the basis of grasping its core resources, the company can carry out effective division of labor and cooperation, make use of its own advantages to continuously create customer value, promote the company to strengthen and enhance its competitive advantage, and realize the sustainable development of the enterprise. I hope that through the FT company research can achieve a point for the real estate industry for the development of other enterprises to provide a certain reference and reference.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

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