富兰蒂斯公司定制营销策略探讨.docxVIP

摘 要 随着当今社会经济不断发展，全球变化不可预测，市场发展速度快，未来企业发展将充满更多变数，传统营销模式已经不能满足当前消费者不断个性化的需求，企业必须作出策略调整将市场再进行细分，这就要求企业实施实施定制营销策略。对比起传统营销，定制营销将消费者作为每个细分市场，很大程度上满足了消费者的个性化需求，符合当今时代市场发展需求，优势明显。 本文在解释相关定制营销理论的基础上，将以富兰蒂斯公司作为研究对象，对富兰蒂斯公司在实施定制营销的产业环境从宏观和微观角度都进行了分析，并指出公司在实施定制营销策略中面临的问题、分析公司定制营销市场定位并根据STP理论对公司提出解决办法，以便为公司实施定制营销提供有力的企业环境。根据定制营销的顾客导向型特点，企业应针对每个细分市场不同的需求，调整营销战略，注重对公司内部员工的培训，同时加大企业对技术的投入、提高企业生产效率、产品研发创新等能力，提高购买产品的便捷性和售后服务水平。在论文末尾，得出实施定制营销有利于提高企业竞争力、增强顾客的忠诚度、降低企业生产成本的结论，以期对富兰蒂斯公司实施定制营销有一定的帮助，并希望对于本行业也能具有一定的借鉴和指导意义。 关键词：定制营销 个性化需求 市场定位 营销战略 Abstract With the continuous development of todays social economy and rapid and unpredictable global changes, enterprises must make strategic adjustments to subdivide the market, which requires enterprises to implement customization marketing strategies. Compared with traditional marketing, customization marketing takes consumers as market segment, which meets the personalized needs of consumers to a large extent and conforms to the market development needs of the current era. The research object of this paper is Frandiss, on the basis of explaining relevant customization marketing theories, it analyzed the industrial environment of Frandiss in the implementation of customization marketing from both macro and micro perspectives, and pointed out the problems faced by the company in the implementation of customized marketing strategies, analyzed the positioning of the companys customized marketing market, and proposed solutions to the company according to STP theory, so as to provide a environment for the company to implement customization marketing. According to the customer-oriented characteristics of customization marketing, the marketing strategies should be adjusted by the enterprises according to the different needs of each market segment, pay attention to the training of internal employees, increase their investment in technology, improve their production efficiency and the level of after-sales service. At the end of the paper, it is con