Service Model Innovation Based on Customer Preference

Under the background of service economy, customer preference, customer preference has already become the core element of deciding the investment orientation of purchasing power. By following the research line of Philip Kotler, and other scholars in respect of need, desire, request and expectation, this paper introduced the concept of preference. First of all, it summarized the 5 major factors that will have impact on customer preference; secondly, it used the models to have proved that the analysis on customer preference is a kind of support to service experience; finally, it raised the service innovative models such as preference deconstruction refining, preference-leading base, flexible service structure, and differentiated service scale customization, etc. The enterprises shall create differences to acquire competitive edge through refined deconstruction of customer preference. We hope that these suggestions can give the service industry some reference.