Enhanced research on the customer value based on CVDS model

摘要

With the development of market economy, the diversified marketing models and personalized consumer demand make the obsolete traditional sale of tobacco products unable to adapt to the modern market environment increasingly. This paper analyzes and summarizes systematically the theory on customer satisfaction, customer value of both domestic and international, and then it introduce the concept of the satisfaction index. Based on this concept, a customer value driver of the weighted satisfaction index model is built. This thesis builds an EPIS analysis model of ‘Extend—Preserve—Improve—Solve’, which relays on the degree of importance and satisfaction index. In this model, the index can be counted. Empirical research on Henan tobacco market has been done and countermeasures to enhance the customer value of Henan tobacco retailers have also been proposed.