【作者】 林昌华；

【导师】 罗婉容；

【作者基本信息】 福州大学 ， 企业管理， 2006， 硕士

【副题名】以旅游业为例

【摘要】 随着社会科学的不断进步和经济的日益发展,消费需求个性化,差异化趋势日益显著,适应这种市场变化趋势的大规模定制营销便成为21世纪企业竞争的战略思维。在我国,大规模定制生产在一些著名企业中已开始了初步的尝试,但该理论的研究却大大滞后于企业的实践,目前仅局限于概念和形式的探讨范畴,对企业具有理论和实践指导意义的大规模定制营销模式和流程却未引起足够关注。本文旨在探讨如何在大规模定制生产理论下依据菲利普?科特勒对大规模定制营销的理论思维,来构建大规模定制营销模式,并以旅游业为例予以实证分析。从而为企业实行大规模定制营销提供一个可供参考的理论模型。本文首先从大规模定制的核心理论介绍入手,层层深入,分别从生产活动、营销整体的角度对其进行阐释,再对大规模定制理论进行细致的剖析,介绍了向大规模定制模式转变的市场扰动度判别工具。然后从营销模式演变的角度分析了大规模定制营销的产生与优势,以及在大规模定制营销模式下营销组合策略的转变。其次在传统营销模式研究分析的基础上,提出了大规模定制营销模式的构想及其具体的实施过程,并提出定制效果测评的方法,从而保证大规模定制营销模式的顺利实施。再对传统营销模式和大规模定制营销模式进行对比,分析了两者的区别,此外还提出了开展大规模定制营销需要着重考虑的因素。接着以旅游业为例讨论了旅游业大规模定制营销模式的构建和实施。首先应用大规模定制理论的市场扰动分析,通过访谈及市场调研来分析旅游业向大规模定制转变的趋势,经过对数据信息的提炼分析了旅游业市场扰动因素及多样化定制化态势,为旅游业从大规模生产向大规模定制转变提供了有力的支持;并分析了大规模定制与旅游业的契合点,通过理论和实践两个方面论述旅游业开展大规模定制营销的迫切性。最后在对我国目前旅游业发展现状和顾客需求的准确把握的基础上,本文提出了旅游业引入大规模定制营销模式的设想。根据大规模定制营销模式的框架,来分析旅游业的营销模式具体实施的过程。总之,在大规模定制背景下,企业营销模式必需进行相应的调整,大规模定制营销模式的实施,是企业获取核心竞争力的战略手段、行业健康发展的有力保证。更多还原

【Abstract】 With the development of social sciences and flourishing of economy, Market Demand will become more and more individual and different day by day, the mass customized marketing will become enterprises’competition strategy to adapt the tendency in 21 century. In our country, the mass customized production has been introduced by some famous enterprises, but research of the theory falls large behind of the practice, it only limits to the concept and the form at present, the mass customized marketing mode which has theoretical and practical significance to the enterprise has not been attracted enough attention. The purpose of this article is to constructs mass customized marketing mode under the mass customized production theory according to the thought of mass customized marketing theory by Philip Kotler, and take the tourism as an example to make an empirical analysis. Thus provide a theoretical model reference to implement the mass customized marketing mode for enterprise.This study starts with an introduction of the Mass Customization theory, analyses its essential ideas from the perspectives of manufacturing activity and marketing. Carry on the careful analysis to the Mass Customization Theory. Made a discussion on the development of marketing mode, and elaborates the establishment and advantage of Mass Customized Marketing and discussed the change of Marketing Combination Tactics in the mass customized marketing mode.Proposed the conception of the mass customized marketing mode and the concrete implementation course on the basis of analysis of traditional marketing mode, and put forward the method that assesses the customized effect to assure the successful implementation of the mass customized marketing mode. And make the contrast between the traditional marketing mode and the mass customized marketing mode,更多还原