关于企业个性化营销管理的研究

个性化营销理论的核心是"以消费者为中心"、满足消费者差异化需求的目标。要想让个性化营销理念在组织内真正得到贯彻,就必须创新组织观念和组织结构,其关键在于建立强调个性化营销导向的组织原则。从长远来讲,应建立一种有持久生命力的市场营销文化,从战略的高度实施组织共同认可的企业文化和营销保障机制。

Research on Enterprises' Individualized Marketing Management

"Centering on consumers" and satisfying consumers’ differentiated demands are the cores of individualized marketing theory.In order to implement the ideas within an organization,organization ideas and structures should be innovated,and the key is to form organization principles emphasizing individualized marketing.In the long run a marketing culture should be cultivated and the commonly recognized culture and marketing safeguard mechanism should be implemented from strategic level.