Research On The Customer Communication Based On Precision Marketing

With the development of economic globalization and information industry, the enterprises are faced with the unprecedented challenges from the external marketing environment. On one hand, the quick development of information network makes the products similarities increase, which results in the even more fierce competition with an industry. On the other hand, the customers are more easily to access the information. It means that they have more choices and their needs are more personalized and diverse. It poses the new challenge to the enterprise marketing activities. The 4C theory (cost, customer, convenience, and communication) was proposed under such marketing environmeng. It points out that the modern enterprises should put more attention to the customer rather than the product; the price is no more the pursuit of the enterprise but the cost; supply of convenience for the customers is even more important than choice of marketing channels. The emphasis of the marketing activities is communication, not promotion. The precision marketing is a new marketing model which come into exsitence on the basis of 4C theory. It puts the emphasisi on the investment in marketing communication in order acquire high return on investment. The customer communication is considered to be the core of precision marketing. And the precision marketing has been promoted widely among Chinese enterprises.The thesis has made in-depth research on the customer communication based on the precision marketing theory. The thesis composes of 7 chapters. The first chapter is an introduction of background, purpose and significance of the study. It analyses the status quo of related researches at home and abroad, and gives an introduction of the main content and research method of the thesis. Then it's the summary of the theories related to this thesis, including the precision marketing theory, communication theory and customer relation management theory. The third chapter proposed the law of customer communication based on the precision marketing and designed an objective system. It analyses the factors that influence the communication objective, namely the product life cycle and business life cycle. Then the author constructs the three-level objective system. The fourth chapter refers to the characteristics of precision marketing and puts forward two communication models which suit for precision marketing based customer communication, that is the one VS more model and one VS one model. The author also points out the condition under which the enterprises can apply the two models. The fifth chapter explores the communication strategies and method. On the basis of customer classification, it proposed the communication media strategy, communication channel strategy and information strategy. The sixth chapter based its evaluation index system on the previous studies. The author selects a series of indexes to construct the indexes system and gives general instruction on the evaluation method of each index. The last chapter is a summary of the whole thesis and prospect of the future studies.