忠诚的顾客关系是企业差异化竞争优势的本源。忠诚的顾客关系来源于顾客感知到的超出心理预期的产品或服务价值。顾客感知贯穿了顾客的整个消费过程,称为顾客感知价值链,与企业一系列的经营管理活动紧密相联。对顾客感知价值链进行分析,提出对策与方法,是企业赢得长期竞争优势的有效途径。 Loyal customer relationship is the origin of the differentiated competitive advantage of enterprises. Loyal customer relationships come from customer perceived value of the product or service beyond the psychological expectations. Customer perception throughout the customer’s entire consumption process, known as the customer perceived value chain, and a series of business management activities are closely linked. Analyzing customer perceived value chain and putting forward countermeasures and methods are effective ways for enterprises to gain long-term competitive advantage.