Study Of A Company's Customization Marketing Strategy

With the rapid development of the social economy and culture, all levels including the economic environment, marketing and customer consumption concept has been changed greatly. The standard and none-specific products cannot match the customer's needs any longer.However, Customization Marketing has been a necessary model of marketing. Customization Marketing is a series marketing activities based on mass production to meet the customers' specific demands. Since facing a lot of personalized customers and products, Customization Marketing system is more complicated than the traditional marketing.A company is specialized in producing Sapphire ingot for LED industry. On the base of Customization Marketing and STP theories, this thesis point out the problems of A Company's Customization. With the study of Customization Marketing and STP theories, we find out the prop method to implement the Customization Marketing in A Company as well as the safeguard measures.Finally, we get the conclusion that: On one hand, custom marketing has enhanced the competing capability of A company, and enlarged its marketing share; on the other hand, it has satisfied the customer's needs, reduced the value chain and social cost, thus realized multi-win result. The most import point is to implement the Customization Marketing properly according to actual factors of companies. The successful story can be applied into the sapphire industry and even the whole LED industry.