There are many analyses on improving the competitiveness of K12 education, but most of them start with operational means such as recruiting, promoting, and retaining. The author brings us a new view - using the theory of customer fax number database perceived value to enhance the competitiveness of K12 education. People buy not things, but their expectations - Theodore Levitt Since the 1970s, the competition of enterprises at the customer level has shifted from "product-centric" to "customer-oriented", and the value model at this time is relatively linear. Until the 1990s, the concept of customer-perceived value was put forward, and the concept of customer-perceived value became the focus of attention of scholars and entrepreneurs. At this time, the concern of perceived value was added to the original value model, and it was used as a product. The ultimate destination of value. The father of competitive strategy - Michael Porter pointed out in "Competitive Advantage": "Competitive fax number database advantage comes from the fact that a company can create value for customers". At this time, the absolute orientation of traditional products has actually been transformed into user orientation, and it has continued to this day; the final customer value model actually revolves around "value creation - value delivery - customer value" and forms a closed loop. The customer value here actually includes two parts - "the actual value of the customer and the customer's perceived value", that is, the value provided fax number database objectively and the perception of value subjectively. It’s just that before the 1990s, there was not enough attention to subjective value perception, but with the severe competition situation, this item has also been paid more and more attention by enterprises. The iteration speed really gets faster, and most of today's product thinking comes from this.