Customized Marketing-Marketing Innovation Under New Economic Conditions

摘要

Changes in enterprise environment under new economic conditions require unceasing marketing innovation of enterprises. Owing to the application of information technology, customized marketing becomes a marketing innovation model that may meet customers' individual requirements. Customized marketing has the features of in-depth market segments, basing sales in production, non-inventory, customers' participating in new product development and changes of customers' position in value chain. Without doubt, customized marketing needs to pay attention to following problems: customized marketing shall not only be limited to product customization and it shall prevent higher extra customization costs than profits from customization and provide high quality products.