摘要
从营销模式发展创新的过程来看,随着大规模定制的发展,企业的营销模式不断创新。虽然理论界对大规模定制营销已做过一定的研究,但尚未提出一个系统的大规模定制下营销模式的系统构架。文章试图结合大规模定制理论和营销管理的理论思维来系统构建完整营销模式体系,把它分为营销准备、实现和控制三个阶段,并对其作了具体的阐析。
With the development of Mass Customization,the marketing mode will unceasingly innovates from the angle of marketing innovation.Although there has had a few studies about the Mass Customized Marketing in the theory circle,but a complete system about marketing mode under the Mass Customization has not been proposed.This paper attempts to unify Mass Customization theory and the marketing management thought to construct the complete system of marketing mode,and divides it into three stages： marketing preparation,realization and control system,and clarifies it concretely.
关键词
大规模定制理论
营销模式
系统运作
Mass Customization theory
Marketing mode
System operation
