New Thoughts on Customer Value Study in China

摘要

It is good progress of marketing theory that customer value theory's discovery has been established to take customer and even customer value as the center position for research of marketing,. However in the past researches for customer value, customer perceived value has been emphasized and there was no good answer on which customers perceived with what scale. This paper states that customer perceived value is established in value transmission mechanism of its rear, namely it is based on the role of consumption values. With the change of a market environment and the strength of consumer's sovereignty consciousness, especially when personal consumption is identified with and developed to become a mainstream consume culture in nowaday society, the role of the transmission is increasing in evidence. Studies of consumption values are to deepen customer value theory.