个性化营销的理念与策略

Idea and Strategy for Individualiza tion Marketing

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。

As the new century comes,it is appare nt that some marketing managers are b asing their relationships with customers on policies and procedures called eith erindividualization,or as we prefer,personalisation.The core of this practice involves t ailoring goods and services to the individual needs and wants of specific consumers,just the opposite of one -size -fits -all.We propose that personali-sation is so important to marketing s trategy that it should become one of t he featured elements of the marketin g mix,alongside product,price,promotion,place,personnel,physical assets,and procedures to form a n ew marketing mix,the 8Ps.