浅析个性化营销

摘要

With the rapid development of market economy,people's living standard has been continuously improved,the consumer behavior also shows a considerable difference.In fashion consumption era,consumers are increasingly seeking with personalized,emotional goods,but are no longer satisfied with the popular commodities in general.Coming round,buyer's market competition is becoming increasingly fierce mentality and behavior of consumers make more and more the lack of continuity,more and more rebellious,novelty, changeable,the traditional marketing methods have been unable to meet the full range of the consumer demand ,the market calls for the arrival of personalized marketing.In the face of this change,the enterprise in order to be able to meet consumer demand for personalized, must be timely to carry out personalized marketing.Personalized marketing can as far as possible ,according to meet the personalized needs of individual consumers to product development and design,so as to maximize consumer satisfaction.In the increasingly fierce competition in the market,personalized marketing is being more and more enterprises favor.%伴随着市场经济的快速发展，人们的生活水平得到了不断的提高，消费者的行为也呈现出相当的差异化。在消费时尚的年代，消费者越来越追求具有个性化、情感化的商品，而不再满足于一般的大众化商品。买方市场全面来临、竞争日趋激烈使消费者的心态和行为越来越缺乏持续性，越来越逆反、求新、多变，传统的营销方式已不能全方位的满足这一消费需求，市场呼吁个性化营销的到来。面对这一变化，企业为了能够满足消费者的个性化需求，必须适时开展个性化营销。个性化营销能够尽可能地按照满足单个消费者的个性化需求来开发和设计产品，从而获得最大的消费者满意度。在现在日益激烈的市场竞争中，个性化营销正受到越来越多的企业青睐。