Customer Marketing, Unlimited Charm

It will gradually give way to the customer oriented marketing concept, which is customer-oriented and satisfying the individualized needs of customers. The customers in the new century have a good educational background and pursuit of personalized price values. Although they generally maintain homogeneity of products or services, they expect products or services to be more specific and personalized in their functions and characteristics, fully meet their requirements, integrate their thoughts, make them get great physical and mental satisfaction, and are rich in their products or services. Today, the rapid development of modern science and technology, such as Internet and communication technology, has provided strong support for the realization of these personalized products and services, which is the customer marketing and social foundation. The product oriented marketing concept of product centered in twenty-first Century

Customer marketing is the marketing of all customer centered content, which satisfies the customers' individual needs. The concept of customer marketing is based on the theory that "customers' needs are different", "products or services will ultimately meet the needs of customers"; the consumer psychology and behavior of customers are becoming increasingly mature, and increasingly diversified, differentiated and personalized as the market basis; and marketing mode based on modern science and technology, which requires enterprises to carry out the development and design of products or services according to the requirements of every customer, and formulate corresponding marketing mix strategies, so as to achieve sales activities that are one to one mapping with each customer. E-commerce and network technology provide excellent operation platform for the realization of such customer marketing.

A successful customer marketing enterprise, such as the DELL computer company of the United States, general motors and so on. When it comes to "DELL", many people think it is an example of computer Zhao. Its success stems from the computer direct selling mode. Why do we not make second DELL products when we do direct sales?

The reason is that DELL computer company has a very professional and dedicated customer service, besides computer direct selling.

At the end of the last century, Haier group of China also put forward the customer oriented marketing concept of "you design and realize me".

From the customer's own demand for products, such as performance, style, style, size, shape and so on, "Haier" produces the home appliances that meet customers' requirements completely.

The humanistic design of the product and the practical value of individualization are not the same as the value of mass marketing. This is not only because the standards of measuring the value of products have changed, people have been pursuing fashion, fashion, personality and so on, but more importantly, human beings have entered a more developed and colorful era than pportation, communication, information, life and so on. Many changes in the social field have affected the value orientation of customers' consumption of products or services.

Customer marketing conforms to the modern marketing idea and has a comparative advantage.

The success of customer marketing is because it conforms to the modern marketing idea, and shows its more vigorous vitality in the game with mass marketing.

In today's market, many products are oversupplied, and the homogenization of products is serious, resulting in the price competition of products, which is very flexible.

But a price war requires qualification, that is, the production cost of the product is lower than that of the social production, and the production cost of other brands of similar products is lower.

Therefore, price competition is limited and has limitations.

With the development of society, the market is bound to develop towards avoiding price competition, that is, towards more operable, more personalized consumption and personalized demand.

Customer marketing has more advantages in adapting to this trend.

First, customer marketing follows the principle of "customer centered".

Customer marketing is customer-oriented, customer oriented marketing, and product oriented product oriented marketing is different.

Customer marketing is to start looking for products for customers instead of finding products for customers.

This has completely changed the mass marketing mode of producing products on a large scale and selling them to target customers through mass marketing such as distribution, promotion and advertising.

Instead, we use customer as the guide, establish contact with customers, collect and collate the needs of customers in different ways, and then produce products according to their needs and satisfy their desires to the maximum extent according to his imagination.

The value of this product contains customer characteristics, and of course, it is destined that the customer marketing mode has boundless vitality. It will challenge the product share pattern in mass marketing.

Two, customer marketing is in line with the principle of cost leadership in modern marketing centers.

In the book "competitive advantage", Potter, a Harvard Business School, points out that an enterprise's product needs three strategic "cost leadership strategy, differentiation strategy and initial intensive strategy" if it wants to achieve competitive advantage, otherwise, the enterprise can not win in the competition.

Because of the individualization of the target customer group of customer marketing, it can discard the unnecessary mass marketing methods.

For example, a huge amount of advertising is invested in large-scale promotions, and constantly invested in profits, rebates and awards of dealers at all levels.

To avoid these boundless costs and avoid increasingly fierce price wars, promotional campaigns and channel battles, of course, we can save costs, achieve cost leadership, ultimately reduce customer purchase costs, provide customers with more value benefits, and achieve a comparative advantage in terms of cost between "customer marketing" and "mass marketing".

Three, customer marketing is in line with the "convenience" principle in modern marketing.

"Tailor-made" for customer marketing to solve customers to buy a pair of shoes, learn a TV multiple counters, or even more shopping malls to compare the choice problem.

It saves customers from being overwhelmed with worries in the sea of giddy merchandise brands.

Customer marketing is to do everything for the customer's request, no need to compare choice, to save time for customers, to facilitate customers, that is, to provide super value services.

In the management standard manufacturers, customers can also store personal data, personalization requirements and other information into the database. At any time, they can provide customers with more super imagination services according to the actual requirements of customers and data and data of the database, and realize the real convenience of the value of goods.

Four, customer marketing conforms to the principle of "communication" in modern marketing.

Customer marketing avoids the way of communicating with customers through mass advertising, promotion and other means in mass marketing.

But by grasping every customer's requirements, we can understand every customer's opinions and suggestions on products and services, directly grasp the dynamics of customers and interact with them so as to form a stable and loyal customer team.

Customer marketing requires enterprises to have the ability of individual communication, which is the ability to integrate modern technology, such as Internet technology, information and enterprise resources.

CISCO, for example, uses the Internet to communicate information with global customers, and guides them to use network technology to help them deal with business affairs with the Internet, not just for customers to purchase only CISCO's technology products.

For example, CISCO invested $1 billion in KPMG, a well-known consulting firm, that is, the use of thousands of consultants from KPMG company, combined with the expertise of CISCO in the direction of network business, to enter the market of other enterprise structure e-commerce.

Customer marketing process

(Figure 1: customer marketing flow chart)

First, select target customers.

There is a famous "two and eight" rule in economics.

That is, 20% of the excellent and loyal customers of an enterprise can bring 80% profits to the enterprise.

Therefore, the first step of customer marketing is to set up its own target group according to the elements of humanities, geography, psychology and behavior.

Finding out who will become our excellent target group, we will have specific business objectives.

Customer marketing reflects the intensive marketing strategy when choosing target customers, so as to cooperate with the full coverage strategy in production.

Two. The differentiation of target customers.

The most valuable subgroup of customers is screened out by subdividing the needs of the target customers, and finally the specific personal information is formed.

For example, name, sex, age, occupation, income, address, family status, contact method, personal interest, personal remembrance day, personality characteristics and so on, in the completion of the first paction, there should be more detailed personal data.

Because the "customized" subdivision theory is based on the "different needs of every customer", based on this concept, we must realize the database management and CRM management, and study some factors that affect the personalized needs of customers.

Such as: (Fig. 2)

(Fig. two)

These factors constitute the deep-seated factors that affect the "tailor-made" and are taken into account when subdividing the target customers.

Finally, a detailed customer file system, customer data system and customer research system are formed.

Three. Interact with customers.

The different form of customer communication in customer marketing lies in the mass marketing center advertising promotion communication mode.

The main manifestations are: e-commerce, interpersonal communication or other forms, such as life and other forms of communication and communication.

1, the rapid development of Internet makes the supply-demand relationship of modern society in dynamic interaction.

Customers can pmit their personalized needs to manufacturers in any place and at any time in the world, and manufacturers can also convey information and information to customers in electronic commerce at any time and anywhere, so as to achieve mutual communication.

2, interpersonal communication requires the company to have good runner personnel, establish good first patronage with customers, and then introduce, display, negotiate...

Strive to establish business relationship.

In accordance with CRM management, establish a database for communication.

3. Telephone communication is also an important means in the way of customer marketing. The contact center of DELL computer company handles 60 thousand customer telephone services every day.

Four, product manufacturing

"Product manufacturing" is the materialization process of customer marketing business process.

According to the order requirement, we produce products that are completely in line with customer needs, integrate customer thoughts, and enable customers to get a great deal of physical and mental satisfaction.

Five, service

"Customer marketing" itself is a service system integrated with modern science and technology.

This can also provide service for pre sale, sale and after sale.

Its personalization is to treat every single customer as a long-term investment.

So its service is more targeted, it is a specific "one customer" rather than countless anonymous customers.

The service of "old customers' return visit" in customer marketing is very important, because it can establish stable customer relationship, maintaining an old customer is much more economical than developing a new customer, and makes the customer more derivable.

Internet technology and database management provide strong support for the realization of such services.

At the same time, good service may form good word-of-mouth and form good interpersonal communication.

According to the 1:25:8:1 plan (a satisfied customer can affect 25 people around, 8 of them have purchase intention, and 1 of these 8 people can buy products or services).

The process of tracking service for old customers is the process of marketing, that is, the process of creating value.

Customer marketing is customer centered, and thinking is a return of "people-oriented thought"; personalized product service is the return of our industrial design; it is also full of business opportunities.

With the rapid development of new technology, every enterprise has invested more resources to study customers, trying to meet the needs of every customer in an all-round way.

At the same time, customers are regarded as a long-term asset.