Probe On Penetrating One-to-One Marketing Concept Based On Customer Share

In the twenty-first century,with the market further expanding and deepening,a buyer's market has come into existence.Consumers,whose status has been upgraded constantly,become so fastidious that the traditional mass- market model cannot meet the requirements of the unique consumption times.It is vital for Chinese enterprises to think over how to truly satisfy consumers' personal needs in order to improve their satisfaction and loyalty,and how to enhance superiority by taking advantage of information technology to depress cost after they have suffered the ads war and price war.Enterprises have to innovate marketing ideology and change the traditional marketing model.One-to-one marketing concept has oriented clear directions for the development of enterprises.The thesis aims to systematically study the one-to-one marketing concept and offer some suggestion about how to realize it,hoping it will enlighten and inspire those enterprises which have been aware the importance of the one-to-one marketing and even tend to have a try.The paper presents the main idea of the one-to-one marketing concept and analyzes the differences between customer share and marketing share to explain the discrepancy between one-to-one marketing and the traditional one.It demonstrates the priority of one-to-one marketing in the neo economic times and appeals to update ideas,including changing from marketing share to customer share,aiming at improve the customer share, understanding consumers'requirements,building up reliable database,and guaranteeing consumers' privacy.After fully analyzing the implementing process of one-to-one marketing,the paper states the key to realizing it is to evaluate and classify consumers.For the purpose of raising customer share,enterprises have to treat customers differently based on classification,be conscious of customers' needs,and make strategies to satisfy their requirements in order to enhance their loyalty.Finally,the paper presents a case study. Take an M company as an example to further demonstrate how to effectively undertake one-to-one marketing.