In this paper, the theory of customer value throughout the entire process of research, centered on how to measure customer value and develop competitive strategy with the theory of customer value. Firstly, introduced the idea of "competition" to the theory of customer value measurement, pointed out that the measurement of customer value needs to select and integrate the existing methods, Based on empirical study, obtained two factors of perceived value attributes when consumers used the cell phones, found that three foreign brands in terms of the difference of customer perceived value was more obvious, the competition between the two domestic brands was most intense, and the customer perceived value of foreign brands was higher than domestic brands.