Customization Marketing refers to a marketing method that segments the market to the extreme on the basis of mass production – treating each customer as a potential market segment, and designing, producing and delivering products individually according to the specific requirements of each customer. Its core goal is to efficiently customize products at a price that customers are willing to pay and a cost that can generate a certain profit. Kotler, a famous American marketing scholar, praised customization marketing as one of the newest areas of marketing in the 21st century. In the new network environment, a large number of companies such as Dell, Amazon, and P&G have emerged to provide customers with fully customized services. Building a customized marketing system based on time competition is of great significance to the improvement of customer satisfaction, customer loyalty, customer lifetime value, customer relationship, and customer service value chain. Therefore, it is very important to form a way to form a time competitive advantage in customized marketing.
(1) Enterprise informatization is the basis of customized marketing
Enterprise informatization refers to the extensive use of computer and network technology in scientific research, production, marketing and office, building the digital nervous system of the enterprise, and comprehensively transforming the enterprise to reduce costs and expenses, increase production and sales, improve the market response speed of the enterprise, and improve the economic benefits of the enterprise. An important feature of customized marketing is database marketing. By establishing and managing a relatively complete customer database, and providing comprehensive and personalized information to the company’s R&D, production, sales and service departments and personnel, we can deeply understand the customer’s expectations, attitudes and behaviors, so as to be able to jointly establish and maintain a series of fruitful collaborative interactive relationships with customers, so as to provide customers with better and faster services and increase the value provided by the company to customers. On this network platform, the company can understand the requirements of each consumer and respond quickly, and customize them when producing products. According to the differences in the needs of online customers, the company will break down information or services into small pieces or provide timed and quantitative services. Customers can choose and combine them according to their preferences to form “one-to-one” marketing. Therefore, without smooth information channels, companies cannot understand customer needs in a timely manner, and customers cannot accurately express what products they need, so customized marketing is out of the question. The development of the Internet provides a good solution to this problem. Informatization is the foundation of corporate e-commerce, network marketing and customized marketing.
(2) Choose a reasonable customized marketing method
According to the characteristics of its own products and customer needs, companies should correctly choose customized marketing methods to gain time advantages. Generally speaking, there are three types of customized marketing: cooperative customization, adaptive customization, selective customization, and consumer customization.
(3) Build an agile and flexible production and manufacturing system
The concept of agile manufacturing was proposed by the Iacocca Institute of Lehigh University in the United States in 1991. Characteristics of agile manufacturing: Agile manufacturing has the most competitive production model in the information age. It can produce competitive products that satisfy users according to user needs with the shortest delivery time and the most economical way in the global market competition. ② Agile manufacturing has a flexible dynamic organizational structure: It can bring together the advantages of different companies inside and outside the enterprise at the fastest speed to form a dynamic alliance with rapid response capabilities. ③ Agile manufacturing uses advanced manufacturing technology to be “fast” on the one hand and “accurate” on the other. Its core lies in quickly producing products that satisfy users. ④ Agile manufacturing must establish an open infrastructure. The key for custom marketing companies to build an agile manufacturing system is to start with production operation management, complete the transformation of production and operation strategies and technical preparation; appropriate technology and advanced management can make the company’s agility reach a new level, such as advanced processing technology, quality assurance technology, zero inventory management technology and MRPI/ERP. In addition, to meet the personalized needs of customers, the production process must be flexible. The company’s production assembly line must have the ability to adjust quickly, so that the company’s production line has higher flexibility and stronger processing transformation capabilities, so that the production system can adapt to the processing requirements of products of different varieties and styles.