The Research On Mass Customized Marketing

Mass customized marketing is a new type of marketing which focuses on meeting the large amount of special individual demands. Because the customers' demands are quite discrete,mass customized marketing becomes a more complicated system;it pays more attention on speed and added value. The 4Ps tactic (Price Promotion Place. Product),order process system,after-sale service system and sales logistics in mass customized marketing will be greatly changed compared with those in traditional marketing.The structure of this article is as follows:Chapter 1 gives a brief view of mass customized marketing and points out mass customized marketing is a vigorous type of marketing in the 21st century. Chapter 2 discuss the 4Ps tactics of mass customized marketing.Chapter.3 introduces the order system which is quite important for mass customized marketing and brings up a reengineered order process system. Chapter 4 firstly,shows the complexity of sales logistics in mass customized marketing. And then discuss the application of delay-manufacture and third party logistics in sales logistics. Chapter 5 mainly analyses how to support after-sale service system by setting up a CRM (custom relation management) system. Chapter 6 is a case analysis,which shows the experience and lessons of a Special Vehicle Co.,Ltd when it takes mass customized marketing strategy.The conclusion of this article is that if we want to establish mass customized marketing system successfully,we should cut off the non-valued processes and re-engineering the old processes in traditional marketing system.