Research on Retailers' Marketing Tactics Integration Based on Customer Value Strategy

摘要

This paper starts with marketing tactics evolution from 4PS to 4CS, and points out that the customer value creation is the process of marketing tactics integration and management. Then, it studies the retailers marketing tactics integration and management based on customer value, which include managing the process of identifying customer value, supplying customer value, and communicating customer value. Finally, it puts forward Creating sustainable competitive advantage through STV triangle, and Building up sustainable competitive advantage for retailers.