| With the coming of information age, consumer has not been satisfied with the products that are low price and high quality, but more and more concerned about the products and services that have the characteristics of individuation and kindness. As for this, the enterprise should grasp the changing of consumer's demand precisely, predict the market effectively, put the market into smaller groups and satisfy one or more. As we can see, the new method of marketing will take the place of traditional marketing, such as Database Marketing.If you want to know which factors accelerate the outgrowth and development of Database Marketing, the following points will help you to understand this problem:Today consumers purchase the goods in style, so enterprise should identify market segments, select target market and satisfy the need of target customer groups. The result of segmenting markets is the decrease of market scale of single product. But we cannot segment the masses media, the result of most part of the traditional marketing method such as advertisement is zero, the return on ad investment is nothing. The reason to making marketing cost go up greatly and efficiency fall is the waste of ad investment and the tremendous raise of media expenditure. So enterprise should seek more economical promotion mode, especially select target customer groups. As you know, establishing consumer database can achieve these goals.It is objective need to understand the purchase habit and behavior of consumer.In order to make sure it's own customer groups, enterprise must make a firm relationship with consumer in drastic competition.Along with the deeply application of the Chinese market economy system, we surprise that Database Marketing has been more and more applied to every trade. The characteristics of individuation are more and more obvious in automobile industry, so the application of Database Marketing will undoubtedly advance the automobile company and whole industry. Database Marketing needs high logos and precise programming, so it must give market factors abstract quantity, and segment market, and implement personalized marketing strategy through systemic Stat. Analysis. Now the demand to car of customers is tend to individuation, and the differentiation of need is also found. Only by systemic analysis, can enterprise master the changing of consumer demand. So Database Marketing has a bright application prospect in car market.At the same time, the production capacity of automobile is facing superfluous crisis. So automobile companies must accelerate the step of the new product R&D, satisfy the customer's demand continuously, and gain more and more market space. As a new man, national car companies will be confronted with the competition and challenge from international competitors. In order to acquire competitive advantage, they should innovate in mode, and seek closer marketing methods. This is tendency to car industry. In general, it is very necessary that Database Marketing be applied to car market. Implementing Database Marketing is actually a kind of marketing management process of ABC Car Company, that is to say, it is the processes that identify, analyze, select and dig market chance, and initiate marketing campaign effectively and efficiently, and realize the tasks and goals of company by using the new marketing tools of database. Marketing database management mainly comprise the following process, that is, confirming marketing aims, cultivating database conception, decision making about database, building basic running environment, the type of marketing data and selecting it, developing marketing database, identifying and inputting marketing data, consolidating and updating marketing data, maintenance management of database system and the usage of marketing database, etc. this paper will describe particularly how to implement the above processes. Before implementing Database Marketing, ABC Car Company should establish a group of marketing goals, database ideas and relative...
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