创新与定制营销模式

Innovation and Ready-made Marketing Mode

随着消费品市场竞争日趋白热化 ,竞争层面逐渐由广度的竞争转向深度、精度的竞争 ,一个很明显的变化就是消费者的个性化消费行为趋势日见端倪 ,定制营销模式刚好可以满足这种需求。文章通过对广西柳州特种汽车厂所推行的“菜单式生产 ,定制营销”的经营模式分析了营销创新。

Nowadays the cut-throated competition in consumption market is leading the competition from horizontal level towards vertical and quality-wise dimension, one sign of which is the appearance of personal consumption behaviour, to whose requirements the ready-made marketing mode meet. The article analyses the marketing innovation with regard to the 'menu-based production, ready-made marketing' management mode effected by Liuzhou Special-made Automobile Factory of Guangxi.