Planning And Implementation On Database Marketing Strategy

The traditional marketing rules are being written in the era of networks economy. The continuous innovation in the marketing modes such as the Direct Mailing Marketing, the One-to-One Marketing and the Customer's Relationship Oriented Marketing has shocked the marketing business. And the Database Marketing is of fundamental importance to the Direct Mailing Marketing, the One-to-One Marketing and the Customer's Relationship-Oriented Marketing.The Database Marketing has a short history in CHINA, but Europe and USA has been undergoing more than 30 years. At present, it is not certain that the enterprises with the customers' information will definitely obtain competition advantage, but it is absolutely certain that the enterprises without the customers' information will hardly succeed in the intensifying competitionThis article hopes to help the Chinese enterprises design and implement the Database Marketing Strategy by summing up the key points and introducing the cases of practices from different industries in the planning of the Database Marketing and by connecting the theory of Database Marketing with the enterprises' inherent featuresThis article is divided into five sections. Section One Introduction explains the study background of this article; Section Two puts forward that to count the customers' time value is the basic rule for the enterprises to make the marketing strategy; Section Three introduces the customers' category and marketing strategy; Section Four explains the main skills of communications with the customers and Section Five illustrates the successful cases from some enterprises who are practicing the Database Marketing Strategy...