基于精准营销的顾客沟通研究_毕业设计论文.doc

PAGE 基于精准营销的顾客沟通研究 毕业论文(设计)用纸 佳木斯大学教务处 第 PAGE II 页 摘 要 随着经济全球化和信息产业化的发展，企业所面临的市场营销环境发生了很大变化。一方面，信息网络的迅速发展使得产品同质性进一步增加，产业内竞争进一步加剧；另一方面消费者对于信息越来越敏感，选择范围扩大，需求特征越发个性化、多样化，这给企业的营销带来了新的挑战。在这种环境下，对现代企业来讲，重视顾客要甚于重视产品，追求成本要优于追求价格，提供消费者的便利比营销渠道更重要，强调沟通而不仅仅是促销。精准营销是一种新型的营销模式，它强调加强对营销沟通投入，获取高额的回报。而顾客沟通被各界学者公认为是企业精准营销的核心。目前，我国精准营销实践正在被大力推行。基于精准营销顾客沟通的研究在营销理论和沟通理论的指导下，确立了精准营销顾客沟通的目标，包括总体目标、分目标以及具体目标。为了实现目标，需要数据库和互联网等沟通工具的支持。只有重视基于精准营销的顾客沟通，才能让企业在新的环境中获得持续的竞争力。 关键词：精准营销；顾客沟通；工具；研究 Abstract With the development of economic globalization and the information industrialization, great changes have taken place in the market marketing environment. On the one hand, the rapid development of information network makes the product homogeneity increases further, intra-industry competition further intensified; on the other hand, consumers are more sensitive to the information more and more choices, demand characteristics, more personalized, diversified, which brings new challenges to the enterprise marketing. In this environment, as a modern enterprise, the importance of customer to more than products, the pursuit of cost than the pursuit of price, to provide convenience for consumers is more important than marketing channel, emphasize communication rather than promotion. Precision marketing is a new marketing mode, it emphasizes the strengthening of marketing communication, access to the high. And customer communication is considered to be the core of precision marketing. At present our country precision marketing has been promoted. The first two chapters introduced the precision marketing and communication theory knowledge, in the direction of the theory, precision marketing, customer communication based on the target. In order to achieve the goal, need some communication tool support. Based on customer communication tools and methods, based on Internet customer communication tool and method of customer information database is the key. Key words: precision marke