精准营销在国内高端女装品牌中的应用论述.docx

摘 要 随着经济全球化和信息产业化的发展，企业所面临的市场营销环境发生了很大变化。在新的环境中，各种新的营销手段层出不穷，企业始终追求低成本高回报，顾客希望节省时间、精力，买到更适合自己的商品，精准营销应运而生。精准营销既节约了企业的成本，又将目标客户与产品紧密联系起来，使得企业用最低的营销成本获得了最大的销售回报；顾客则节省了时间和精力而买到了更加适合自己的产品，得到最大让客价值。 精准营销与直复营销、数据库营销密切相关，与过度营销相对立。精准营销是21世纪的新生产物，其理论基于传统的直复营销，即抛开过多的中间环节由商家直接与消费者对接，既节省了费用且更有利于消费者了解到产品的全部价值。然而精准营销要做到“精准”二字又与背后的数据分析支持密切关联，想要得到目标顾客的青睐，达成销售目的且使其成为忠实的顾客，???要对市场进行细分，对每一位顾客的需求做到了如指掌，这一切都需要数据库的支持。 本文将基于对精准营销的研究，对比其与过度营销的差异，显现其竞争优势。并结合目前国内女装的现状，有针对性的将精准营销的手段运用到高端女装的营销中。在竞争激烈的情况下，企业如何细致分析消费者需求的差异性、变化趋势以及需求潜量，如何提高顾客的忠诚度和购买频率，利用精准营销的手段是高端女装品牌的最佳选择。同时通过哥弟品牌对客户实施精准营销的实例，研究精准营销在高端女装品牌中的应用和成效。 关键词：精准营销；女装营销；市场营销 Abstract With the development of economic globalization and information industry, the marketing environment of enterprises has changed a lot. In the new environment, a variety of new marketing tools are emerging. Companies are always pursuing lower cost and higher returns, while customers want to save time, energy and buy products that more suited to themselves. That’s when precision marketing came into being. Precision marketing not only saves the cost of the enterprise, but also helps to make the target customers and products closely linked. In this way, enterprises with the lowest marketing costs can get the maximum sales return; customers also save time and energy and get more suitable products. Thus the let off value is maximized. Precision marketing is closely related to direct marketing and database marketing, but is opposite to over marketing. Precision marketing is a new product in 21st Century. The theory is based on the traditional direct marketing, which is, putting aside the intermediate links and making the business to consumers directly. It saves the cost and consumers will understand the full value of the product. However, to achieve the precision of accurate marketing is actually based on the data and analysis support. In order to achieve the sales goal, get the favour of target customers and make them become loyal customers, it is necessary to sub