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客户角度的目标选择将直接指引内部流程角度重点目标的识别“客户价值定位”对于大多数中国企业管理者来说已经不再陌生,它是构成企业竞争战略的重要基因,帮助企业洞悉战胜竞争对手的关键所在。按照迈克尔·波特的理论,产品/服务的特性、客户关系以及品牌形象是企业差异化选择的常见要素。这些差异化要素的组合形成3种典型的价值定位:运作最佳、产品领先与客户亲密[见图1]。客户价值定位是构建企业平衡计分卡的客户角度时不可回避的
Customer’s Choice of Goals Will Directly Lead to Identification of Key Targets of Internal Processes “Customer Value Positioning ” is no longer a stranger to most Chinese managers, it is an important gene that forms the competitive strategy of an enterprise and helps enterprises to understand and defeat The key to competitors. According to Michael Porter’s theory, product / service features, customer relationships, and brand image are common elements of differentiated business choices. The combination of these differentiated elements results in three typical value propositions: the best performing and the leading product intimate with the customer [see Figure 1]. Customer value proposition is unavoidable when it comes to building a customer balance scorecard