摘要
营销管理的理论与战略需要随着市场的变化和营销实践的发展而不断地完善。随着新世纪的来临,营销管理人员开始采用一种策略把他们与客户的关系建立在一种“个人主义”或我们常称的“个性化”的基础上。这种策略的核心内容是按特定客户的个人需要来定制商品和服务,而不是为所有客户提供同一种商品或服务。基于个性化的重要性,它应与产品、价格、渠道、促销、人员、物质财富、计划等一起作为营销组合的元素,形成新的营销组合,即8Ps。
Theories of marketing management and strategy need to evolve and change to keep pace with the changes in the marketplace and in marketing practice. As the new century comes, it is apparent that some marketing managers are basing their relationships with customers on policies and procedures called either 'individualization', or as we prefer, 'personalisation' . The core of this practice involves tailoring goods and services to the individual needs and wants of specific consumers, just the opposite of one-size-fits-all. We propose that personalisation is so important to marketing strategy that it should become one of the featured elements of the marketing mix, alongside product, price, promotion, place, personnel, physical assets, and procedures, to form a new marketing mix, the 8Ps.
出处
《商业研究》
北大核心
2002年第21期107-108,共2页
Commercial Research
关键词
8Ps
个性化
营销
8Ps
personalisation
marketing
