Abstract: Taking the residential furniture industry as an example, this study constructs a model of customer perceived value driven by business marketing strategy. Then by applying the structural equation model, it empirically studies the impact of marketing strategy on customer perceived value from the perspective of customer perception. The results show that among marketing strategies such elements as style design, product/service quality, price, advertising expenditures and price promotions all have significant effects on customer perceived value. Furthermore, this study confirms the driving role of quality, price and service. While at the same time, it verifies the driving role of advertising expenditures and price promotions over the customer perceived value. Therefore, this study can offer significant reference for enterprises to improve customer perceived value.

Key words: customer perceived value; marketing strategy; residential furniture