Study on Customer Desired Value Change in a Business to Consumer Market

The change of customer desired value has been analyzed in this paper. Then a theoretical framework has been constructed, which includes the following three parts: factors that affect the change of customer desired value; form and intensity of the change; corporations´ reactions to the change of customer desired value. Finally, this paper conducts an empirical research based on the practical data from the mobile phone market in university. The research includes two parts, the first of which is to measure the structure of customer desired value in university and the second part is to measure the change of customer desired value. The research confirms the theoretical framework.