Product Strategy Study Based on Customer Value Advantage: a Case in Mobile Phone Market

摘要

Based on the significance and the overview of researches on customer value advantage, this paper is established in the Woodruff's theory to distill the competitive advantage factor of student mobile phone market. And we also have deep researches on these competitive factors though conjoint analysis which enable us know the customer utility at each level of the key competitive characteristics to obtain track of product improvement. As the result of this paper, we put forward that the product have highest customer value may not the most profit one, because some improvement of utility is related to the product cost. Thus, the product strategy must harmonize the customer value and its cost.