Study On The Marketing Strategy For Mass Customization By Customer Needs Oriented

With the social economy developing, the notion of mass customization is introduced to support the rising individual and various customers needs in high volumes at reasonably low costs. In traditional mass production paradigm, the marketing strategies of enterprises focus on modular product to achieve marketing sales by 4P policy, that is Product, Price, Place, and Promotion. The wider various and dynamic customer needs force the enterprises to adopt mass customization to product customized products, and the traditional marketing strategy can't satisfy customer needs any more. Obviously, there exist essential differences between mass customization paradigm and mass product paradigm. The thesis is to study the marketing strategy systematically in mass customization environment.Firstly, the thesis defines the concept of marketing strategy in mass customization. By the comparing the marketing course of mass production with that of mass customization, the characteristics and advantages of mass customization are educed. And then, the thesis combine the traditional marketing theory and the characteristics of mass customization, and put forward the marketing strategy in mass customization, that is 4PCs. After that the marketing system is established for enterprises in mass customization.Secondly, the course of product family establishment in mass customization is introduced, which can be divided into the analysis of customer needs and the formation of product family. The paper researches the customer needs acquirements, classification and expression mode and assorts the customer needs by clustering method. Of course, the customer needs are translated and inverted into the development of product platform and product family.Thirdly, the thesis proposed that marketing of products can be achieved by Internet because of its merits. Furthermore, the architecture and operation course of Internet are analysed, and the feasibility of Internet is also verified by the case of ChongQing HuaTao. By analyzing the characteristics of traditional marketing channels, the double-channel sale mode based on Internet is put forward and discussed.Fourthly, the disadvantages of traditional consolidate price strategy to a single product are pointed out. The constitutes of product price in mass customization are studied. On the base of the relationship of customer value and product price, the calculational methods to solve the problem of product price and individual price strategy are put forward and researched.Lastly, the paper researches the customer service management systematically, which is composed of Pre-sale services, Sales service and after service, and brings forward some corresponding service measures.