Research On Customized Marketing Strategy Of A Product From D Company

Now, with the development of economic globalization, the changes of international political environment, economic environment, technology environment and market have taken place, especially in recent years, the remarkable changes of technology progress makes people’s individual needs can be realized, in the past standardized forms of the same product can not get the favor of customers. The popularity of Internet communication technology, communication between businesses and customers more convenient, ability of company gathering and processing information is stronger and better able to serve customers, which provides the basis for the implementation of customized marketing strategy. The so-called customized marketing is enterprise to meet customer’s individual needs as the goal, relying on their own advantages to implement custom services to support marketing activities. Compared with traditional marketing activities, companies are facing vast amounts of information of the customer’s individual needs, and the implementation of custom marketing campaigns more complex.Firstly, the paper reviews the custom marketing literature and takes D company as an example basing on the STP theory and custom marketing theory. Secondly, the analysis of D external environment facing the company, mainly includes political environment, economic environment, social environment, environmental technology and industrial competitiveness structure. Thirdly, it introduces the D company’s situation, analyzes the company’s marketing status and current problems, the D company’s internal analysis of the environment includes management capacity, organizational structure and industrial chain. Finally, based on the analysis of relevant theories to guide customized marketing strategy of D company, put forward customization marketing strategy combination, and custom marketing strategy of the company as a whole, and present guarantee measures of carrying out the customized marketing strategy.Study conclusion:By analyzing market demand environment, marketing situation, industry environment, PEST macro environment and internal environment that D company faces, the company proposes the implementation its custom marketing strategy, mainly focusing on customization needs, finding a right target market and market positioning, establishing a rapid response mechanism, improving the customized service system and the quality of services in six aspects, to develop D’s custom marketing strategy. Secondly, the company should enhance D marketing concepts and competition, strengthen the network information and infrastructure, recruit marketing experts,as support measures in three ways. Finally, the paper assesses the validation of the D’s customized marketing strategies through the implementation of the small-scale custom strategy.This paper mainly focuses on marketing strategy of company D, trying to analyze existing marketing strategy of D, particularly in terms of D company customized marketing strategy of strategic analysis in the international market. Through analysis of D company’s environment and industry development prospects, understands advantages and disadvantages of D, making customized marketing strategy of D. Full text centres on the marketing strategy of D company extension line, and takes a brief explanation of D’s customized marketing strategy. Paper hopes from experience and problems of D company came to the conclusion, which could be certain reference for the studies of some scholars in laser cosmetic industry.