基于双赢模式的个性化营销探析.pdf

基于双赢模式的个性化营销探析
管理学院信管系电子商务专业陈嘉杰

学号 2002042029
【内容摘要】本文在分析了一些个性化营销例子的基础上,针对消费者行为、提高客
户忠诚度、价格策略制定等方面作了深入的探讨和剖析。通过对个性化营销的探析,最后得
出以下结论:个性化营销是企业提高客户忠诚度、加强竞争优势、大幅度提升利润的重要营
销手段,同时也满足了不同消费者的个性化需要,此外,个性化营销的实施是一个循序渐进
的过程,而在此过程中基于双赢模式的价格策略能更有效地发挥个性化营销的作用。
【关键词】双赢; 个性化营销; 消费者行为; 客户忠诚度; 价格歧视
【教师点评】本文在分析个性化营销与消费者行为的互动关系基础上,提出了提升客
户忠诚度的个性化营销策略和基于双赢模式的价格策略等有益的建议。论文选题新颖,结构
合理,重点突出,论述有据,结论可靠,达到本科毕业论文水平。(点评教师:林旭东副
教授)



Studies of Personalized Marketing based on the
Dual-win Strategy
Jiajie Chen
merce, Dept. of Information and System Management
College of Management
Student Number: 2002042029
Supervisor: Associate Professor Xudong Lin
【Abstract】 This paper has discussed and analyzed the behaviors of customers,
increasing the degree of client faithfulness, the price discrimination based on analyzing some
examples of the personalized marketing. Additionally, a conclusion emerges from the analysis
about the personalized marketing: The personalized marketing is a means of marketing which is
used panies to increase the degree of client faithfulness, strive for victory and get more
profits, as well as satisfies what the customers need. Besides, the personalized marketing should
be implemented gradually, and the price strategy which base on the dual-win strategy can help
the personalized marketing more effectively in the implementin