目 录
一、个性化营销的定义 ··········································3
1、个性化营销的具体概念········································3
2、个性化营销的的形成及实现条件································4
3、个性化营销的策略············································5
二、传统营销与个性化营销的区别·································7
1、传统营销的定义··············································7
2、二者的区别··················································7
3、个性化营销的优势············································8
三、论述分析个性化营销的成功案例·······························8
四、结论·······················································9
五、参考文献···················································10
内 容 摘 要
营销的个性化,最简单的理解就是量体裁衣。是指企业根据不同顾客的需要,以信息技术为支撑,分别设计不同的产品并提供相应个性化服务的营销模式。在中国企业营销的发展过程中,越来越注重这种营销模式,它避开了中间环节,注重产品设计创新、服务管理、企业资源的整合经营效率,实现了市场的快速形成和裂变发展,是企业制胜的有力武器。特别是随着信息技术的发展,个性化营销的重要性日益凸显。个性化营销并不是真正意义上的针对一个消费个体生产一种特殊的商品,个性化营销中“个”是指顾客个体,并非绝对地确指一个顾客,其目的在于唤起营销者对每一个顾客个性需求的关注,强调企业应充分重视顾客的个性化需求,并做出相应的营销响应。同时个性化营销也不是传统的细分市场,而是在细分市场的基础上把传统的大规模成品生产转变为标准零部件组装成各种不同的成品,以满足不同顾客的要求。本文通过我国营销的发展变化,了解了个性化营销实现的环境,并且针对不同的层面,提出了个性化营销的策略,多方面来分析如何做好个性化营销。通过阐述传统营销及其特点,和个性化营销做出了鲜明的对比,更加突出了其优势。最后更以全球知名名牌作为成功营销案例,进一步论证分析了个性化营销的重要性。
关键词:营销 个性化 传统