The Knowledge-based Customer Analysis And Corporate Marketing Strategy

World-famous Management guru Peter F.Drucker has prophesied the arrival of knowledge society in his "Post-Capitalist Society" in the beginning of the 1990s. He says: "We are entering the knowledge society, knowledge has already become the core of the society, the proportion of the knowledge capital has already been greater than the fund capital. Knowledge is replacing the power and capital, become motive force that the world develops forward. The influence on enterprise's marketing environment of change of the society is enormous, the most firstly is the customer's change, the essential change has all taken place in their world outlook, basic values, life style, consumption pattern, etc. one new world has appeared.The new economic environment is pregnant with the new customer, compare to the customer in the Industry era, new customer is more individual and independence, there is very great difference in the way of buying and consumption idea between new customer and the old. This article summarizes this part of customers with such a word of " knowledge type customer ", because they have knowledge, have stronger learning ability and innovation ability of knowledge, makes them out of common. They represent developing direction of the society; will affect our social culture and economic life deeply. The sex, age, race or income level are no longer the factor of determining their consumer motivation, their appearance defines the meanings of the customer and market again, also makes traditional marketing tactics and market segments by age, sex or income can not function effectively. Enterprises must innovate the marketing tactics and marketing way in order to meet knowledge type customer's demands, Knowledge marketing has offered solved tools as innovative mode of marketing those enterprises in era of knowledge-driven economy, in the marketing system of knowledge, traditional 4Ps marketing association tactics also have been given the new meaning, formed the 4Is marketing association tactics (such as Individual product and service, Price Indenture, The Platform Bases onInternet, Knowledge Intercourse)that have already been realized and proved in practice, Except the innovation of marketing association, the way of knowledge marketing is innovating constantly too, Learning Marketing and Experience Marketing is two ways among them, They direct against three kinds of rare resources on the knowledged customer (time, attention, trust) to design concrete marketing method, tool in order to obtain the knowledged customer's attention and trust separately, Learning Marketing attracts the attention of the knowledged customer according to the knowledge learning and exchanging of enterprises' marketing employee, management employee and the whole society. Experience Marketing let knowledged customer participate in the course of the products or the service according to consumption experiencing, a kind of special marketing mode. Not only met the characteristic that the knowledged customer is fond of participation but also obtained the knowledge type customer's trust.This article includes five chapters:Chapter one preface introduces such questions as writing background, original intention of the selected title and thinking frame in the writing course of this article and expounds the reason emphatically that how to choose knowledged customer to summarize the new customer group. Study is a way to obtain knowledge; knowledge is an achievement of study also includes the customer's self- innovation, meanwhile, proves to the small difference between the customer and customer.Chapter two put forward the knowledged customer's concept, defines the knowledge customer's definition and analyze its intension and epitaxy, also discusses rare resources on the knowledged customer. This article defines the knowledged customer as those groups and individuals that utilize knowledge to guide one's own consumption practice and constant study and carry on the knowledge innovation constantly, they have completely new traits different from the old customer, time,...