恶性价格竞争对企业及客户都有较大的危害。企业视角的客户价值与客户视角的客户价值优化,是研究企业营销策略与价格策略的有效方法。从客户价值诉求的差异性出发,制定针对性的高价与低价策略,并配合相应的产品差异化、服务差异化以及体验营销、情感营销等手段,能实现企业与客户的双赢发展。 Vicious price competition for enterprises and customers are more harmful. Customer value of the enterprise perspective and customer value optimization of customer perspective is an effective way to study the marketing strategy and pricing strategy. Starting from the difference of customer value demands, we formulate targeted high price and low price strategies, and cooperate with the corresponding product differentiation, service differentiation and experiential marketing, emotional marketing and other means to achieve a win-win business and customer development.