Research on Market Innovation Action Path of Company Based on Customer Value

This paper probes into market innovation action path based on customer value. At first, it researches the background and introduces the framework of market innovation action path. Then, it establishes strategic model of business units, and emphasizes on measuring relative customer value occupancy and sales growth rate of each unit. At last, it positions the measurement results in four quadrant of double variables matrix, and chooses corresponding market innovation model.