Research On Mass Custom Marketing Based On Value Chain Integration

With the rapid economic development,corporate marketing environment is also quietly changing.In particular,the customer's purchase of psychology has been from blind to follow a rational analysis.The customer is not the pursuit of the product quality and quantity,more is to require products to meet the customer's personalized psychology.Standard,lack of personality products have been unable to meet people's needs.Mass customization marketing has become a necessary marketing model for future enterprise development.First of all,this paper integrates the value chain and puts forward the model of marketing value chain.On the basis of analyzing it deeply,it divides it into product value chain,channel value chain and service value chain.Will be large-scale customization into the marketing value chain,build a large-scale custom marketing value chain model,to optimize them one by one,so that the value chain of customer value added value.Secondly,according to the characteristics of mass customization marketing value chain,the evaluation index system and questionnaire are designed.The weight of each index is calculated by data collection and processing,and the value chain of mass customization is evaluated.The results show that the factors of service have the greatest impact on the evaluation results,and the factors of product and channel are the second.It can be seen that enterprises in the development of marketing decisions,we should pay full attention to the service capacity of enterprises.Finally,based on the analysis of Shanghai Automotive Commercial Vehicle Co.,Ltd.,this paper makes a comprehensive evaluation of the traditional marketing value chain of Shanghai Automotive Commercial Vehicle Co.,Ltd.,and uses the idea of mass customization to optimize and improve it.The paper combines the mass customization marketing and the value chain integration,and puts forward the model of mass custom marketing value chain,and explores the marketing mode and marketing idea.Applying the model to the marketing practice of the enterprise is helpful to enhance the core competitiveness of the enterprise and improve the customer satisfaction,which is of great significance to enhance the precision of the enterprise marketing and meet the challenges of the future.