Research Of Mass Customized Marketing Pattern In The Digital Age

The developed network technique made us go into the Digital Age, the time of Mass Customization. The furious competition promoted the exploitation of new products and the product life cycle shortened. Standard products are being gradually ignored. Enterprise's success in the furious competition mainly depends on the fast response to the needs. In this variational age, Mass Customized Marketing is accepted because of developed network technique, excellent organizational structure and smooth logistics system. Mass Customized Marketing has a glorious future which can satisfy the request such as low-cost, high-quality, multi-breed, high-flexible. However, as a new pattern of marketing, it can't take place of the old one. At present, the research of Mass Customized Marketing is coming up and its theory system is not consummate. Therefore, the theoretical research is necessary.The thesis used some research methods. (1) Literature research which is combined exploration with analysis. (2)Case analysis which verifies the validity of the research. (3)comparative analysis to compare Mass Customized Marketing pattern with the old one. (4)Qualitative research to establish the model of Mass Customized Marketing.The thesis proposed some innovations such as designing a model of Mass Customized Marketing and a practical process for enterprises in the Digital Age.The research consummates Customized Marketing theory and gives academic reason to the customized enterprises. There are six chapters in the thesis. The 1^st chapter is about research background and significance, method and clue, content and innovative keys. The 2^nd chapter analyzed the characters and transformation of marketing in Digital Age, compared Mass Customized Marketing pattern with the old one. Based on the literature summarization, the 3^rd chapter analyzed theories and conditions of Mass Customized Marketing to research its character and sort. Then, the design and implement of Mass Customized Marketing were analyzed. At last, it is the summing-up and research prospect.