消费者对定制化营销的反应及对企业管理实践的启示

消费者都有隐性的或显性的消费者偏好,企业能根据这些偏好为消费者定制他们所期望的产品,并且一旦消费者认为企业所提供的定制产品或服务能够真正符合他们的既定偏好,企业就将赢得消费者的认同,消费者将回报以更高的消费忠诚度。企业定制化营销能否顺利实施,关键还在于消费者对定制化的态度,而消费者偏好状态的不同直接影响到消费者对定制化供给的态度。

Customers'' Responses to Customized Offer and Its Managerial Implications of the Research

Customers have hidden or overt preferences that marketers can reveal.After uncovering customers' preferences,enterprises can offer customers what they want.If successfully,enterprises will be rewarded for the superior value they provide with higher customer loyalty,the success of customized marketing depends on the customers' responses to customized offer,which are influenced by the development of customers' preference.