淺析個(gè)性營(yíng)銷(xiāo)

1、摘要：傳統(tǒng)的營(yíng)銷(xiāo)模式著重于對(duì)消費(fèi)者共性功能的追求與滿(mǎn)足，以期取得最大的市場(chǎng)占有，但是，共同的屬性往往不能滿(mǎn)足個(gè)性的需求。在大眾化消費(fèi)時(shí)代，一個(gè)企業(yè)為一群消費(fèi)者服務(wù)。當(dāng)今社會(huì)是一個(gè)正從大眾化消費(fèi)進(jìn)入個(gè)性化消費(fèi)的時(shí)代，消費(fèi)者需要大膽地、隨心所欲地獲取特殊的、與眾不同的服務(wù)。企業(yè)根據(jù)不同人群的需求、愛(ài)好做市場(chǎng)細(xì)分，從而作出判斷，來(lái)滿(mǎn)足顧客的這種個(gè)性化消費(fèi)，而這種個(gè)性化消費(fèi)的形成也要經(jīng)歷一個(gè)過(guò)程，需要一個(gè)新的營(yíng)銷(xiāo)理念來(lái)指導(dǎo)，同時(shí)也具有它獨(dú)到的優(yōu)

2、勢(shì)和策略。關(guān)鍵詞關(guān)鍵詞：個(gè)性營(yíng)銷(xiāo)；品牌營(yíng)銷(xiāo)；個(gè)性營(yíng)銷(xiāo)策略目錄1前言.......................................................................................................................11.1本文研究的背景、目的及意義...................................................

3、........11.2國(guó)內(nèi)外研究現(xiàn)狀.....................................................................................11.3本文所要解決的問(wèn)題.............................................................................32基本概念介紹..................

4、....................................................................................32.1個(gè)性營(yíng)銷(xiāo)..................................................................................................32.2個(gè)性營(yíng)銷(xiāo)與傳統(tǒng)營(yíng)銷(xiāo)的區(qū)別..............

5、.................................................42.3個(gè)性營(yíng)銷(xiāo)的目的.....................................................................................42.4個(gè)性營(yíng)銷(xiāo)的意義................................................................

6、.....................53個(gè)性營(yíng)銷(xiāo)的發(fā)展現(xiàn)狀........................................................................................53.1個(gè)性營(yíng)銷(xiāo)在品牌中的運(yùn)用....................................................................63.2個(gè)性營(yíng)銷(xiāo)在博客中的運(yùn)用..

7、..................................................................63.3個(gè)性營(yíng)銷(xiāo)在企業(yè)文化中的運(yùn)用...........................................................74制約個(gè)性營(yíng)銷(xiāo)發(fā)展的因素.................................................................

8、...............74.1營(yíng)銷(xiāo)理念陳舊..........................................................................................84.2企業(yè)的營(yíng)銷(xiāo)創(chuàng)新能力不高....................................................................84.3消費(fèi)者的需求差異..........

9、.......................................................................84.4營(yíng)銷(xiāo)工作者的營(yíng)銷(xiāo)能力低....................................................................84.5促銷(xiāo)活動(dòng)單一........................................................

10、..................................95提升個(gè)性營(yíng)銷(xiāo)水平的對(duì)策................................................................................95.1建立新的營(yíng)銷(xiāo)理念策略........................................................................95.2產(chǎn)品個(gè)

11、性化策略.....................................................................................95.3價(jià)格個(gè)性化策略...................................................................................105.4渠道個(gè)性化策略.........................

12、..........................................................105.5促銷(xiāo)個(gè)性化策略...................................................................................116結(jié)論..............................................................

13、.......................................................11參考文獻(xiàn)...............................................................................................................12致謝............................................