An Study On The Change Of Marketing Mode Based On Mass Customization Theory

With the development of social sciences and flourishing of economy, Market Demand will become more and more individual and different day by day, the mass customized marketing will become enterprises'competition strategy to adapt the tendency in 21 century. In our country, the mass customized production has been introduced by some famous enterprises, but research of the theory falls large behind of the practice, it only limits to the concept and the form at present, the mass customized marketing mode which has theoretical and practical significance to the enterprise has not been attracted enough attention. The purpose of this article is to constructs mass customized marketing mode under the mass customized production theory according to the thought of mass customized marketing theory by Philip Kotler, and take the tourism as an example to make an empirical analysis. Thus provide a theoretical model reference to implement the mass customized marketing mode for enterprise.This study starts with an introduction of the Mass Customization theory, analyses its essential ideas from the perspectives of manufacturing activity and marketing. Carry on the careful analysis to the Mass Customization Theory. Made a discussion on the development of marketing mode, and elaborates the establishment and advantage of Mass Customized Marketing and discussed the change of Marketing Combination Tactics in the mass customized marketing mode.Proposed the conception of the mass customized marketing mode and the concrete implementation course on the basis of analysis of traditional marketing mode, and put forward the method that assesses the customized effect to assure the successful implementation of the mass customized marketing mode. And make the contrast between the traditional marketing mode and the mass customized marketing mode,...