顾客价值是教育培训行业的热门话题，众多行业之中，尤其是服务行业，顾客价值提升的能力，对企业的盈利水平有显著影响。20世纪90年代以来，西方营销学界的理论研究和企业界的商业实践一再证明,为顾客创造更多的价值是企业竞争优势的新来源，企业越来越重视竞争优势的获取，作为竞争优势的来源，顾客价值受到了众多学者和企业工作者的关注。企业向顾客传递更多、更符合需求的价值，可以驱动顾客不断重复购买，从而保持彼此间的长期友好关系，形成持续不断的盈利和发展能力。专业硕士（管理类联考）考前培训企业要从何种角度去思考，通过何种途径改善客户关系用以提升顾客价值水平，从而让企业拥有更强的竞争力，为社会能创造更多价值，是企业需要深思熟虑的。

北京文武MBA项目主要为考生提供管理类联考笔试辅导、提前面试辅导、高校信息提供以及咨询服务，考生除了想更多了解各高校的MBA概况以外，还有关于了解未来职业规划的诉求，以及所在行业经验交流，资源交换和利用等诉求，相当数量的备考学生也有交友诉求。本文以北京文武MBA项目为案例展开研究，从顾客价值构成角度出发，基于专业硕士入学考试培训机构的行业背景下，发现问题，分析问题，对顾客价值有了新的理解，力求设计出提升顾客价值的具体策略，研究专业硕士考前培训企业如何提升顾客价值以及提升顾客价值对于企业产生何种积极影响。

顾客价值构成要素的研究是把顾客价值理论和实际联系起来的桥梁，只有在各要素基础之上建立准确的理解之后，才能更好的指导企业实际工作。本研究首先调查了北京文武MBA项目顾客价值完成现状，其次分析了专业硕士考前培训领域的市场竞争环境，了解竞争企业的顾客价值完成现状，再次通过问卷、访谈等方式挖掘出顾客的显性需求和隐形需求，根据考生的不同需求进行分类，确保后续行动方案有的放矢。最后结合分析结果并从顾客价值构成角度出发，包括功能价值、情感价值、社会价值、感知成本、知识价值，依次为提高顾客价值提供相应优化和改进措施，提炼出实现顾客价值提升行之有效的策略和方法。

Customer value is a hot topic in the education and training industry. Among many industries, especially the service industry, the ability to increase customer value has a significant impact on the company's profitability. Since the 1990s, theoretical research in the Western marketing academy and business practices in the corporate world have repeatedly proven that creating more value for customers is a new source of corporate competitive advantage. Companies are increasingly paying attention to the acquisition of competitive advantage as a competitive advantage. The source and customer value have attracted the attention of many scholars and corporate workers. Enterprises can deliver more and more value to customers, which can drive customers to repeat purchases, so as to maintain long-term friendly relations with each other and form continuous profitability and development capabilities. The professional master (management joint examination) pre-examination training enterprises should think from what angle, through which ways to improve customer relations to enhance customer value level, so that the enterprise has a stronger competitiveness and can create more for the society Value is what companies need to think about.

The Beijing Wenwu MBA program mainly provides candidates with written exam counseling for management exams, interview counseling in advance, college information provision, and consulting services. In addition to wanting to know more about the MBA profiles of colleges and universities, candidates also have demands for understanding future career planning, A considerable number of students preparing for exams also have friends-making demands, such as experience exchange, resource exchange and utilization in their industry. This article takes the Beijing Wenwu MBA project as a case study. From the perspective of customer value composition, based on the professional background of professional master entrance examination training institutions, it finds problems, analyzes problems, has a new understanding of customer value, and strives to design and improve customers. The specific strategy of value is to study how the professional master's pre-examination training companies can enhance customer value and what positive effect the customer value has on the company.

The research on the constituent elements of customer value is a bridge that connects customer value theory with reality. Only after establishing an accurate understanding on the basis of each element can we better guide the actual work of the enterprise. This study first investigated the current status of customer value completion in the Beijing Wenwu MBA program. Secondly, it analyzed the market competition environment in the field of professional pre-test training to understand the current status of customer value completion of competing companies. Once again, the questionnaires, interviews and other methods were used to tap the customer's visibility Needs and invisible needs are classified according to the different needs of candidates to ensure that the follow-up action plan is targeted. Finally, combined with the analysis results and from the perspective of customer value composition, including functional value, emotional value, social value, perceived cost, and knowledge value, in turn provide corresponding optimization and improvement measures to improve customer value, and extract effective methods to achieve customer value improvement Strategies and methods.