随着生活质量的提高和社会人本意识的不断强化,消费者已逐渐厌倦标准化、大规模的产品,越来越青睐个性化的产品。消费行为个性化色彩浓烈的市场环境,呼唤着更多的企业应用定制营销。市场竞争的日趋加剧,也要求企业必须不断吸引并保持顾客的注意力,不断与顾客进行信息交流,满足顾客的个性需求。市场正在进入个性化消费时代,正是定制营销大行其道的时代。约瑟夫·派恩曾说,任何能够进行数字化处理的东西,都能定制。定制营销已经在时装服饰、鞋类、箱包、首饰、家具、室内装修、家电、餐旅、汽车等许多行业得到了运用,并可用于无形产品的定制,如金融咨询,信息服务等等。 With the improvement of the quality of life and the continuous enhancement of social awareness, consumers have gradually become tired of standardized and large-scale products, and have increasingly favored personalized products. The intensely personalized market environment for consumer behavior calls for more enterprise applications for customized marketing. The increasingly fierce competition in the market also requires companies to continue to attract and maintain the attention of customers, continue to exchange information with customers, and meet the individual needs of customers. The market is entering the era of personalized consumption, which is the era of custom marketing. Joseph Pine has said that anything that can be digitized can be customized. Customized marketing has been applied in many industries such as fashion apparel, footwear, bags, jewelry, furniture, interior decoration, home appliances, hospitality, and automobiles, and can be used to customize intangible products such as financial consulting and information services.