一对一互动时代的竞争规则（One-on-one the competition rules of the age of interaction）.docVIP

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一对一互动时代的竞争规则（One-on-one the competition rules of the age of interaction）.doc

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一对一互动时代的竞争规则（One-on-one the competition rules of the age of interaction）

一对一互动时代的竞争规则（One-on-one the competition rules of the age of interaction） What is one-to-one marketing? In 2002, many domestic media have reported two high-profile events: one is Citibank to small savers service fee; the other is that Nanjing Ericsson in advance to the local bank to return a huge loan to turn to Citibank in Shanghai loan. When the news came out, there were many opinions. For the service fee, bankers have to think that this is the international practice, and the four major state-owned banks also have senior officials said to follow up; and the people are very unhappy, even someone with Citibank in court, to maintain their own consumer rights. For the second event, some people think that it is not, because our current lack of financial products, can not meet the needs of customers; others said it was nothing to be feared, because fewer outlets of foreign banks is poor, unable to compete with local banks. These two events have a common protagonist, that is, the United States Citibank, and Citibank is the implementation of one to one marketing business strategy. The core content of marketing is the share of customer or customer share. Customer share can also be figuratively referred to as purse share, which refers to the proportion of a manufacturers own share of a customers own consumption. This is essentially different from the traditional mass marketing, mass marketing focuses on market share, and market share refers to the proportion of a companys total sales of similar products in the market. The two seem to have little difference, but they are not. One to one marketing is aimed at individual customers, while mass marketing is geared to the so-called market, that is, group customers. Manufacturers want to improve their own share of customers, we must build a relationship with a customer, through long-term interactive communication with customers, understand customer needs, to maximize customer satisfaction, enhance customer loyalty; and the increase