商業經營隨著社會、經濟、科技及生活型態變遷而演進，因應著市場的競爭變化，企業與客戶之間存在著供給及需求的相對交換關係，企業在實現利益最大化的同時，能為客戶創造更高的價值並反映在績效上，然而客戶需求也能相對被其滿足。本研究以精釀啤酒作為研究標的，運用問卷法調查消費者對於不同精釀啤酒的整體績效，以人口變數作市場區隔，探討消費者對於精釀啤酒的客戶價值，以價值圖來檢視績效及價格之間關係，作為提高客戶價值之評估。
以精釀啤酒為例，以提升產品的品質及價格，能創造較高的客戶價值。

關鍵字：客戶價值、價值圖、市場區隔、精釀啤酒。

In response to changes in market competition, companies that are in the pursuit of maximizing interests not only should create a higher value for customers and reflect it on performance, but it should also meet customers’ needs. With the vigorous development of Taiwan’s beer market and the opening up of imported wine and the relaxation of wine brewery regulations, “craft beer” possesses considerable competitiveness and development potential in Taiwan’s current beer market in terms of price and product features.
Craft beer was adopted in this study as the research target. Through the questionnaire survey method, consumers versus the overall performance of craft beer were investigated to explore the relationship between customers’ perceived value of products and the prices. A value map was used to examine the market positioning of the products, and the prices that enhanced the customer value were found.

Keywords: customer value, value map, market segmentation, craft beer

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