【摘要】：營(yíng)銷管理的理論與戰(zhàn)略需要隨著市場(chǎng)的變化和營(yíng)銷實(shí)踐的發(fā)展而不斷地完善。隨著新世紀(jì)的來(lái)臨,營(yíng)銷管理人員開始采用一種策略把他們與客戶的關(guān)系建立在一種“個(gè)人主義”或我們常稱的“個(gè)性化”的基礎(chǔ)上。這種策略的核心內(nèi)容是按特定客戶的個(gè)人需要來(lái)定制商品和服務(wù),而不是為所有客戶提供同一種商品或服務(wù)。基于個(gè)性化的重要性,它應(yīng)與產(chǎn)品、價(jià)格、渠道、促銷、人員、物質(zhì)財(cái)富、計(jì)劃等一起作為營(yíng)銷組合的元素,形成新的營(yíng)銷組合,即8Ps。
[Abstract]:The theory and strategy of marketing management need to be improved with the change of market and the development of marketing practice. With the advent of the new century, marketing managers begin to adopt a strategy to establish their relationship with customers on the basis of "individualism" or "individualization". The core of this strategy is to customize the goods and services according to the individual needs of specific customers, not to provide the same goods or services to all customers. Based on the importance of personalization, it should be combined with products, prices, channels, promotions, people, material wealth, plans and so on as elements of the marketing mix to form a new marketing mix, that is, 8Ps.
【作者單位】： 重慶工商大學(xué)商務(wù)策劃學(xué)院 重慶工商大學(xué)財(cái)政金融學(xué)院
【分類號(hào)】：F713.3

【相似文獻(xiàn)】

相關(guān)期刊論文 前2條

1 強(qiáng)海濤,蔣纓;個(gè)性化營(yíng)銷:營(yíng)銷新紀(jì)元[J];商業(yè)研究;2002年21期

2 強(qiáng)海濤,蔣纓;個(gè)性化營(yíng)銷的理念與策略[J];重慶商學(xué)院學(xué)報(bào);2002年04期

，

本文編號(hào)：2269543