论数字化整合营销

The Digital Integrating Marketing

数字化整合营销模式是指从客户价值出发,以客户占有率为中心,运用现代信息技术和管理信息系统,通过与每个客户的互动对话,与客户逐一建立持久、长远的双赢关系,为客户提供定制化的产品和服务,从而实现企业利润和满足顾客需求目标的一系列营销活动过程。其实质是客户战略,其活动都是围绕着客户来展开的。数字化整合营销可以概括为"一四二"模式:一个中心即客户占有率,四个手段即营销技术数字化、客户关系互动化、产品服务定制化和沟通响应适时化,二个目标即实现企业利润和满足顾客需求。

The digital integrating marketing means a series of marketing actives to win profit for enterprise and satisfy the customer's needs,the actives set out from the customer value,including regarding customer's share as the center,applying modern information technique and management information system,through the interactive dialogue of each customer,establishing with customer one by one and two-wining lasting relationship and offering customization product and serving to customers.The substance of digital integrating marketing is customer's strategy;all its activities are opened up around the customer;The digital integrating marketing can be generalized as '1.4.2'mode:a center refers to customer's share,four means refers to marketing technique digitalization,customer relationship interaction melting,product service customization,communication response getting in time and two targets refer to enterprise's profits and customer's satisfactory.