摘要
当今市场营销范式正从大众营销向一对一营销转变。和大众营销相比,一对一营销注重顾客份额而不是市场份额,细分顾客到个体的程度而不是群体的程度,与顾客对话与协作而不是“我说你听,我做你买”,将产品传递给顾客而不是将顾客推向产品。实施一对一营销要创建顾客管理机构,识别顾客的需求和价值,整合顾客数据库,进行批量定制生产。
Nowadays marketing paradigm have transformed from mass marketing to one-to-one marketing program. Compared with mass marketing, one-to-one marketing focuses on customer share instead of market share, subdivides customer into individual s rather than group. It is not that “I tell, you listen; I sell, you buy,” but a dialogue and collaboration with customer; not appeal to customer but to introduce the products to customer. In order to practise one-to-one marketing, enterprise should set up customer management system, integrate customer database, identify customer request and value, implement mass customization.
出处
《商业研究》
北大核心
2006年第1期147-149,共3页
Commercial Research
关键词
大众营销
一对一营销
顾客份额
批量定制
mass marketing
one-to-one marketing
customer share
mass customization
