个性化营销:营销新纪元
发布时间：2018-10-13 18:30
【摘要】：营销管理的理论与战略需要随着市场的变化和营销实践的发展而不断地完善。随着新世纪的来临,营销管理人员开始采用一种策略把他们与客户的关系建立在一种“个人主义”或我们常称的“个性化”的基础上。这种策略的核心内容是按特定客户的个人需要来定制商品和服务,而不是为所有客户提供同一种商品或服务。基于个性化的重要性,它应与产品、价格、渠道、促销、人员、物质财富、计划等一起作为营销组合的元素,形成新的营销组合,即8Ps。
[Abstract]:The theory and strategy of marketing management need to be improved with the change of market and the development of marketing practice. With the advent of the new century, marketing managers begin to adopt a strategy to establish their relationship with customers on the basis of "individualism" or "individualization". The core of this strategy is to customize the goods and services according to the individual needs of specific customers, not to provide the same goods or services to all customers. Based on the importance of personalization, it should be combined with products, prices, channels, promotions, people, material wealth, plans and so on as elements of the marketing mix to form a new marketing mix, that is, 8Ps.
【作者单位】： 重庆工商大学商务策划学院 重庆工商大学财政金融学院
【分类号】：F713.3
本文编号：2269543
[Abstract]:The theory and strategy of marketing management need to be improved with the change of market and the development of marketing practice. With the advent of the new century, marketing managers begin to adopt a strategy to establish their relationship with customers on the basis of "individualism" or "individualization". The core of this strategy is to customize the goods and services according to the individual needs of specific customers, not to provide the same goods or services to all customers. Based on the importance of personalization, it should be combined with products, prices, channels, promotions, people, material wealth, plans and so on as elements of the marketing mix to form a new marketing mix, that is, 8Ps.
【作者单位】： 重庆工商大学商务策划学院 重庆工商大学财政金融学院
【分类号】：F713.3
【相似文献】
相关期刊论文 前2条
1 强海涛,蒋缨;个性化营销:营销新纪元[J];商业研究;2002年21期
2 强海涛,蒋缨;个性化营销的理念与策略[J];重庆商学院学报;2002年04期
，本文编号：2269543
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