汽车大规模定制营销探讨  

A Discussion on Automobile Mass Customization Marketing

作　　者：程德通[1] 

机构地区：[1]三明学院,福建三明365001

出　　处：《宜宾学院学报》2008年第9期59-60,共2页Journal of Yibin University

摘　　要：随着顾客需求的多样化、个性化发展,大规模定制营销已成为21世纪汽车制造企业营销的新趋势。本文从营销模式角度分析了汽车大规模定制营销与传统营销的不同之处,提出了汽车大规模定制营销的有效实施措施。With the diversification and the individuation of customer needs, the mass customization marketing has been the new trend of the automobile manufactory in the 21st century. In the article, the differences of the mass customization marketing and the traditional marketing in the automobile line are analvzed and then the effective measures are brought out.

关 键 词：汽车制造企业 大规模定制营销 营销模式 个性化需求 

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