Customized Marketing-Marketing Innovation Under New Economic Conditions

Changes in enterprise environment under new economic conditions require unceasing marketing innovation of enterprises. Owing to the application of information technology, customized marketing becomes a marketing innovation model that may meet customers' individual requirements. Customized marketing has the features of in-depth market segments, basing sales in production, non-inventory, customers' participating in new product development and changes of customers' position in value chain. Without doubt, customized marketing needs to pay attention to following problems: customized marketing shall not only be limited to product customization and it shall prevent higher extra customization costs than profits from customization and provide high quality products.