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个性化营销的内涵指的就是个性化服务,基本内容是:通过同每一位客户进行持续的一对一对话,确切地了解他们的需求并做出反应,通过与客户建立的联系,为每一位客户配送、生产符合其自身需要的产品,这就是所谓的个性化服务。这种营销模式是现代社会生产力不断发展的产物。随着社会商品、物质的不断丰富,有一个非常明显的经济现象就是消费越来越从共性消费向个性化消费发展,这是一个世界化的趋势。作为在虚拟经济领域竞争的证券业是否需要导入个性化营销的理念呢?答案是肯定的。在国外成熟的证券市场中,美林、SCHWAB、E- TRADE、BLOOMBERG等著名证券公司的个性化服务手段早已成为其核心竞争力之一。经过十年粗放式的快速发展,我国的证券业竞争已进入以券商智力服务质量取胜的内涵式竞争时代,个性化营销理念的导入可谓正当其时,它是由下列原因决定的:
Personalized marketing connotation refers to the personalized service, the basic content is: Through continuous one-on-one dialogue with every customer, to understand their needs and respond exactly, through the establishment of contact with customers for each A customer delivery, production of products in line with their own needs, this is the so-called personalized service. This marketing model is the product of the continuous development of productive forces in modern society. With the continuous enrichment of social goods and materials, a very obvious economic phenomenon is that consumption is increasingly developing from common consumption to personalized consumption. This is a worldwide trend. As a virtual competition in the field of securities industry need to import the concept of personalized marketing it? The answer is yes. In the overseas mature securities market, personalized service means of well-known securities companies such as Merrill Lynch, SCHWAB, E-TRADE and BLOOMBERG have already become one of their core competencies. After a decade of extensive rapid development, China’s securities industry has entered an era of connotative competition based on the quality of service provided by securities firms. The introduction of personalized marketing concepts can be described as justified by the following reasons: