On Marketing Strategy driven by Customer Need in MC
With the various and individual customer needs in the age of mass customization, the concept of MC marketing strategy is proposed based on the traditional marketing mode and the character of mass customization, which is focusing on customer and is driven by customer needs. The 4 PCs of marketing in MC is put forward, i.e. product deployment to customer needs, convenient channel, pricing based on the communication between customer and enterprise and customer service management. Finally, the marketing system in MC is erected and the four parts included are analyzed.
Mass customization Customer need Marketing
Qin Yan-hong
School of Management Chongqing Jiaotong University Chongqing, China
国际会议
长沙
英文
2003-2005
2010-05-11（万方平台首次上网日期，不代表论文的发表时间）