Customer Purchasing Model Based on Individual Customer Value

Customer value has been the new source of enterprise achieving competitive advantage and the focus of enterprise strategy. With the establishment of marketing philosophy of orientation, the marketing philosophy experiences the change from customer satisfaction to customer loyalty, and then customer value. Analyzing the principle of customer value perception, the paper integrates various factors that impact on customer value, namely, the product value, customer cost, customer demand, customer characteristic.By introducing the coefficient of customer value, the quantitative relationship between supply of product value and demand of customer value is built. The lack of customer value equilibrium between quality and quantity in relevant research is solved.