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论文作者:www.51lunwen.org论文属性:学术文章 Scholarship Essay登出时间:2015-04-29编辑:Cinderella点击率:6449
论文字数:1705论文编号:org201504231642545587语种:英语 English地区:加拿大价格:免费论文
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摘要:本文以汽车与顾客特征搭配的案例分析,阐述了个性化营销的概念。
本文通过汽车特点与个人特性之间匹配性的研究,强调了商品与消费者之间的针对性联系,希望企业能够在个性化营销上下功夫。文章前半部分分析了这样的实例:分别选择福特、别克、丰田、保时捷和奔驰的五款车型,选择一位21岁白人女性,一位34岁黑人男性,和一位52岁西班牙男性。调查要求受访者进行决策,选出最符合自己性格特征和使用用途的车型,随后岁5款车型各自特点和适用顾客进行了分析。借此提出个性化营销的概念:商家企业把对人的关注、人的个性释放及人的个性需求的满足推到空前中心的地位,企业与市场逐步建立一种新型关系,建立消费者个人数据库和信息档案,与消费者建立更为个人化的联系,及时地了解市场动向和顾客需求,向顾客提供一种个人化的销售和服务,迎合消费者个别需求和品味。
The five cars that were chosen included the following: A Ford pickup truck, a Buick sedan, a Toyota minivan, a Porsche 9-11 Turbo, and a Mercedes BenzClass. The individuals' personalities varied by gender, age, manner of dress, and other distinctiveness. They consisted of a twenty-one year old, white female; a thirty-four year old black male; and a fifty-two year old Hispanic male. These three individuals, ranging from various demographics were asked to match each of the five people in the personality groups with one of the five cars that described his/her personality most accurately. After analyzing the results of the individuals' answers, many strong consistencies were present in their responses.
All three respondents perceive the Mercedes BenzClass as being an extra ordinary car and the second most expensive out of the whole group. The price range of this vehicle is estimated to be around $32,000- $100,000. They view the Mercedes Benz as a sophisticated car that would be best suited for individuals of age thirty and up who have successful careers. These respondents also associate people who look wealthy and classy with the Mercedes. They match the Asian woman with this car because she looks very trendy and sophisticated. One respondent mentions that she had always pictured Asian women driving luxury cars and never thought to wonder why, until now.
The next car that is analyzed is the Toyota minivan. This van is perceived as being a typical family vehicle. The price of the Toyota minivan ranges from $25,000- $38,000. Interestingly, the respondents combine family mom's with the mini van. It is viewed as a spacious and safe car perfect for a big family or even a three member family. One of the interviewees assumes that the 'soccer mom' would fit in with this car in order to fulfill her household duties, such as carpooling and grocery shopping. 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。