原创力文档- 1、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。。
- 2、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击 这里二次下载。
- 3、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
- 4、该文档为VIP文档，如果想要下载，成为VIP会员后，下载免费。
- 5、成为VIP后，下载本文档将扣除1次下载权益。下载后，不支持退款、换文档。如有疑问请联系我们。
- 6、成为VIP后，您将拥有八大权益，权益包括：VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
- 7、VIP文档为合作方或网友上传，每下载1次， 网站将根据用户上传文档的质量评分、类型等，对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档
查看更多
个性化时代的个性化营销
西 安 邮 电 学 院
学 年 论 文题 目：
系 别： 业：
班 级：
学生姓名： 导师姓名：
起止时间： 学生姓名 指导教师 职称 系别 专业 题目 指导教师评语
目 录
摘要·················································I
Abstract·······················································II
1引言···············································1
1.1个性化营销的时代背景···································1
1.2研究的目的和意义·······································1
1.3研究思路和方法·········································1
2基本理论···········································2
2.1个性化营销的含义········································2
2.2从传统营销组合到个性化营销······································2
2.3新的营销理念····················································3
3个性化营销的能力基础与优势分析··············5
3.1能力基础分析············································5
3.1.1对客户数据管理能力的要求····························5
3.1.2对客户分析能力的要求································6
3.1.3对营销管理能力的要求································7
3.1.4对洞察客户互动能力的要求····························8
3.2优势分析················································9
3.2.1更加充分的体现现代市场营销的观念····················9
3.2.2增强企业竞争力······································9
3.2.3最大限度的满足消费者个性化需求······················9
4个性化营销的基本策略·······························9
4.1促销策略················································9
4.2价格策略················································10
4.3产品策略················································10
4.4渠道策略················································11
5个性化营销的实施方法·······························11
5.1建立目标顾客数据库······································11
5.2企业顾客差别化··········································12
5.3目标顾客沟通············································12
5.4企业行为定制············································12
6个性化营销的案例分析——以戴尔公司的成功为例·······13
7结论···············································14
参考文献·············································15
摘 要
我国改革开放以来，随着西方先进技术和产品的引入，西方企业的营销理念和方法也得以传播、推广。中国企业要走出模仿之路，创新是必然选择。与此同时，伴随着经济的
文档评论（0）