试论网络时代的企业深度营销创新

On Innovation of Depth Marketing in Network Era

随着市场竞争的加剧,深度营销越来越多地进入企业视野。深度营销是综合性的营销策略,主要着重于企业与客户间的深度沟通、深度认同,强调尊重人的隐性需求,是一种新型互动人性化营销模式。首先厘清这一模式的概念、意义与本质,分析了企业深度营销的要素与内容,进而提出了企业构建深度营销的措施,并具体设计了企业深度营销的导入流程,指出了企业深度营销实施过程中应注意的问题。

As market competition intensifies, depth marketing comes into enterprises＇ vision. As a comprehensive market- ing strategy, depth marketing focuses on depth communication with customers, depth identity, and emphasizes respect for hu- man implicit demand, which qualifies it as a new interactive personalized marketing model. This paper works to clarify the concept, the meaning and essence of this model, analyzes the elements and content, then goes further to suggest measures for enterprises to build depth marketing and specifically design depth marketing companies import process, finally identifies issues that should pay attention to during depth marketing implementation.