Based On The Marketing System Of The Internet Refrigerator Customization

Product customization can satisfy customer's demands of product variety and personality. So it holds unique significance in today's customer-directing market. The key to therealization of customization is to choose a proper marketing solution for customization. In this thesis, focus is on dealing with several essential technical issues during implementing customization marketing system in household appliances companies. The results of the research could h opefully b e o f g reat u se to s uch companies, e specially the refrigerator companies. Research issues include:1.systematic research into customer buying psychology in the context of present refrigerator markets in China. The current fad and future trends in refrigerator markets is to be analyzed, and market segments are to be achieved, which can be helpful to implementing the customization.system2 . In order to fit in the marketing requirements of the product customization, principles has been set for the construction of product modules and the method has been presented for the classification of product modules. These achievements ensure consistency between product structure and the existing assembly situation, provide convenience for modification design in the future, and help make easier 3 dimensional modeling of new product in a acceptable period of time. All these can attribute to the rapid response to customers' needs.3, In this thesis, an optimized marketing solution of customization for refrigerator product is established, which is based on a study of the performance characteristics of product and the preference of customer. Mechanism of multi-option selection and the simple-to-solid selection hierarchy i s s uitable to guide t he c ustomers t o m ake p roper s election while maintaining initiatives of the customers.4, To support the operation of the customization marketing system, principles for the establishment of product database are given. According to the principles, the attributes of the product must be ensured to be bothAbstractproper and economic, and the product information should be maintain valid so that a quick response and reliability of the customization marketing system are guaranteed, and that the loyalty of the customer can be improved.This research is made in the context of construction of the CIMS by the joint efforts of Kelon corporation and Guangdong University of Technology, Parts of the customization marketing system based on Internet has been established through the Kelon Website. The system can be used for farther research on for the R & D theories of the new product and for the technical improvement of Internet marketing.