各位marketing 高手，咩係Value Delivery Process

其實你search "Value Delivery" 應該會有唔少資料
main point: 以前係有product, 點sell. 宜家係睇下customer value d 咩, 同埋間firm點provide 同communicate 比customer知...etc

Value Delivery Process:

Lanning (1988) states the existence of at least two views of the value delivery process [Exhibit 1 (a) and (b)]. The traditional view is that the firm makes something and then sells it to the customers. The process of value delivery comprises of two steps i.e. making the product and selling the same. The marketing activity consists of pricing, selling, product promotion, distribution and after sales services. The customer figures at the receiving end of the process of value delivery. However the present situation provides the customers with abundant choices. The mass markets are actually fragmenting into numerous micro markets and the customers demand the products customised to their needs at the lowest possible price. A firm going by this somewhat parochial view of value delivery is likey to be outsmarted by a competitor who is more customer oriented.

The modem view of value delivery process starts from the customer wherein the companies have to create value first before they undertake operations to deliver the same. The process of value delivery is divided into three components namely choosing the value, providing the value and then communicating the value. Choosing the value is a set of activities undertaken before the product (offering) is developed. It starts from customer segmentation for a focussed selection of the markets and then developing value positioning. The component of providing the value undertakes product development on the basis of chosen value. This includes operations of manufacturing, sourcing and distribution of the value offering (product). Pricing preceedes operations to act as benchmark or the control limit of product cost for the operations. The price must fall within the range that provides maximum perceived customer value. The operations cost and profits lie within this benchmark. The activities of sales promotion and advertisement communicate the value to the customers. In the present situation where the customers look for information before purchase and the spatial convenience of the information is as important as the spatial convenience of the product.

睇下個link (有d 圖), 好詳細:
http://www.iimm.org/knowledge_bank/1_modeling-logistics-for-value-maximization.htm

希望幫到你 ^^