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随着人们消费水平的提高、消费方式的多样化,关系营销日益受到人们的重视。企业只有在深入了解顾客各方面的需求情况下,才能根据顾客的个性和他们的需求,提供适合于他们的商品和服务。数据库营销正适应了企业满足不同顾客的不同需求的现实状况,同时,这种营销方式也使营销管理向电脑化迈进了一大步,因此,数据库营销虽不是一种崭新的营销技巧,但不失为一种科学有效的营销方式。本文拟谈谈数据库营销的定义、数据库营销的总体目标以及数据库营销的具体做法,以期对我国营销人员有所启迪。
With the improvement of people’s consumption level and the diversification of consumption methods, relationship marketing has been increasingly valued by people. Only when the company understands the needs of customers in all aspects can they provide products and services that suit their needs based on their individuality and their needs. Database marketing is adapting to the reality that companies meet the different needs of different customers. At the same time, this marketing approach has also made marketing management a big step toward computerization. Therefore, although database marketing is not a new marketing technique, it is A scientific and effective marketing method. This article intends to talk about the definition of database marketing, the overall goal of database marketing and the specific practices of database marketing, with a view to enlightening our marketing personnel.