Question 2: Does anyone know what personalized needs are? Can you give an explanation and examples? Thank you for your help ~ Personalization refers to the production of products suitable for many consumers according to the needs of users. For example, there are personalized settings such as ringtone, wallpaper, traffic monitoring, tape recorder, camera and GPS. In mobile phones, they are small plug-ins added to cater to the needs of consumers.
Question 3: How to meet the personalized needs of customers Recently, the company advocates that all business divisions implement personalized marketing promotion programs according to their internal characteristics. In the company 20 1 1 "fast? Under the third-stage marketing atmosphere of "win 1 1" and "earn new heights", personalized schemes of various business divisions emerge one after another. When the personalized schemes of each business department are launched, can each scheme grasp the needs of major customer groups, effectively promote and create sales? Then let's discuss what is a personalized marketing promotion plan! Before understanding the actual function of personalized marketing promotion scheme, let's first understand what personalization is! The word "personalization" may be familiar to the general public because of the appearance of "personalized service", which is because of the appearance of personalized service in the hotel industry. In the hotel industry, which bears the brunt of the global service, hotel service can be described as "the most advanced" service. Under the service tenet of customer first and service first, personalized service has gradually multiplied. Personalized service is based on standardization and diversification, and through customer-oriented details improvement, products and services are more integrated with customer needs in the final sales process. Kearns, a famous customer relationship management scientist, said: Whenever we make progress, our competitors will also make progress, and whenever we perform well, our customers' expectations will also increase; So no matter how good we are, we must do better. Due to the integration of service and sales, personalized marketing has gradually evolved from traditional marketing mix. From the consumer's point of view, market segmentation is divided according to the theoretical basis of market segmentation, that is, the diversity and difference of consumer demand, motivation and purchase behavior. Market segmentation plays an extremely important role in the production and marketing of enterprises. The premise of traditional marketing is to divide people into groups with different ideas and needs. However, the increasing diversity makes it more difficult to provide special products or services for each group. The range of needs of each group will be wider, and the decomposition of society will make it more difficult to find representative people in each group, and the differences of needs will continue to appear, making it more and more difficult to confirm the needs of each group. This specific demand is undoubtedly strongly personalized, and manufacturers may find this demand incomprehensible, but it is very urgent for a certain consumer. In this case, the company's standardized products can't meet the individual needs, and the company must focus on developing customer lifelong service, because every customer is related to the success or failure of your company and is the guarantee of your future profit. As the company meets more and more requirements of each personalized customer, the market segment of the enterprise will become smaller and smaller, and personalized marketing comes into being. However, we can't rely too much on personalized marketing programs. Lack of market research, can not meet the individual needs of customers, can only be an ordinary, or even failed promotion program. Every industry has its core products, and the role of core products is to meet the core needs of customers. In the logistics industry, the core of sales is commodity circulation service. The main purpose of customers coming to a logistics company is to transport their goods from one place to the desired destination through the goods transportation service provided by the logistics company. Focusing on the core needs of customers, providing valuable products that meet customer needs can improve customer satisfaction and customer loyalty. When it comes to personalized marketing, Dell can't be ignored. Because Dell has almost become the label of personalized marketing all over the world. Since 1990, Dell shares have risen 870 times! The idea of leading the company to the peak is personalized marketing: producing computers according to customers' requirements and delivering them directly to customers. For example, Dell has designed various configurations for employees in different departments of Ford. When an order is received through Ford's intranet, Dell will immediately know what kind of employee is ordering and what kind of computer he needs. Dell will assemble the appropriate hardware and software and send them to customers soon. Dell's personalized marketing model can simply draw two conclusions: first, direct selling provides users with the cheapest computers; The second is to provide customers with "tailor-made" services. After in-depth analysis, it will be found that Dell's advantage lies in maintaining the advantage of providing users with high-quality professional services, and its products are also extremely open. From the above typical cases, we can see that the starting point of personalized marketing scheme should be to provide "tailor-made" services to meet the growing and changing customer needs, but the main body around it is still the core demand of customers. The logistics industry is inseparable from its core commodity circulation service. Only customers who understand market segments and personal needs can make ... >>
Question 4: What does personalization mean? It is to provide unique products or services according to the special needs of customers.
Question 5: How to meet and guide the personalized needs of customers. However, at any stage, if an enterprise wants to win the hearts of customers, it must ask itself whether it has brought unique value to customers. Because with the popularity of niche, especially the emergence of personalized customer needs, enterprises should not only drive the market, but also drive the market. From catering to guiding consumption, although it is not up to Jobs' level, it can't "change the world while alive", but at least it should recognize the significance of the existence of enterprises, that is, to help target customers solve existing problems, provide them with unique experiences, stimulate the hidden needs of potential customers, or provide them with unique value. If you only provide a product that already exists in the market, it is a meaningless redundant product. In today's China, many bosses are very rich, but because they have no pursuit and dreams, in the end, "the poor have only money left". This is why people often say that there are many successful businessmen in China, but few respected entrepreneurs. What is the guest king? Take the "walking shoes" that people generally need. If an enterprise can look at the problem from the customer's standpoint, the first thing is to analyze what the customer needs for walking shoes and what the customer is most concerned about. For example, some people care about ventilation because their feet will sweat; Some people care about comfort because they often walk; Some people care about lightness and don't like shoes that are too heavy. According to the needs of these customers, there are different brands. GEOX emphasizes ventilation. Each pair of soles has air holes, through which heat can be released, making them waterproof and breathable. Clarks emphasized air cushion, walking like a spring cushion under your feet. Because of the loose design, it feels very comfortable to wear. ECCO emphasizes lightness and comfort, fits perfectly with the foot shape, and feels very relaxed after wearing it. There are so many shoe-making enterprises in China, but few brands with outstanding personalities. The reason is that many enterprises don't think about what customers really need from the customer's point of view. It can be said that any enterprise and brand must have a heart to solve specific problems for customers, think and do things with this heart, and do everything possible for the sake of customers, so as to rise from catering to consumption to guiding consumption. In fact, the world is fair The more you think about your customers, the higher the return they will bring you. As we all know, many enterprises want to take advantage of customers. Only a smart enterprise like Haidilao understands that it is the best policy to let customers take advantage. In all fairness, everyone has the psychology of taking advantage, so Haidilao provides many free services and products to make customers feel profitable. In fact, this is a very clever "free mode", and the profit of Haidilao is much higher than that of its peers. Many enterprises like to make superficial articles, stick corporate culture on the wall and talk about smiling service, but I think smiling service is far less than sincere service, that is, one says one thing and two says two things. Don't find any excuses to deceive customers and fool them, but be able to put yourself in others' shoes and care about others. Even if every service personnel can show their eighth tooth when they meet customers through training enterprises, if the service personnel are unhappy, have no sense of belonging to the enterprise and have no sense of accomplishment, even if the smile meets the standard again, it is not from the heart, and customers can feel it. To tap the potential needs of customers and meet individual needs, China enterprises must not stop at plagiarism and imitation. If it is understandable to rely on plagiarism and imitation in the early stage of primitive accumulation of capital, then once the enterprise has passed the survival period, it needs to change its business thinking and define the differentiated positioning of the brand through strategic design. Of course, we can't differentiate for the sake of differentiation. We must take creating unique value for customers as the premise of differentiation, otherwise we will put the cart before the horse. If a brand wants customers to remember and like it, it must have its own personality, so that the target customers can have a voice and dependence on it and become the label of some people. Every brand should have its own characteristics. Imagine if Mercedes-Benz has the characteristics of BMW, and BMW has the characteristics of Mercedes-Benz. Do they still have characteristics? When these two brands are similar in all aspects, how can they win the competition? Only advertising wars and price wars will inevitably lead to rising costs, intensified competition, falling profits and sad days. In order to gain a foothold in the fierce competitive market, we must first make clear the target market of the enterprise and know which part of the people we serve, so as to concentrate limited resources to fight annihilation and occupy a market segment. Of course, to do this, we must have minority thinking, rather than staying at the level of public thinking, thinking that the wider the scope of a single product service, the better. Think of it as a day ... >>
Question 6: What is personalized career development? Individualized career development requires individuals to have unique technical abilities.
In the crowded talent market, many people constantly hit a wall in frequent job hunting, anxiously waiting for the interview results of their favorite companies. An idea often flashes in their minds: "When can I choose a company?" In fact, everyone should think about this question from the beginning: how to build their core competitive advantage and enhance their professional competitiveness? The market environment is constantly changing. As professionals, the opportunities and platforms for career development are also changing. How to strike a balance between unchanging and changing, and embark on a bright career path with its own characteristics? This is the inevitable demand of personalized career development! ! !
Vertical line unchanged: constantly improve professional ability
Question 7: What is personalized search? Specifically, we should first identify the user's personalized characteristics, obtain the user's personalized mode, then use the existing Web information resources to match, and finally provide users with information content that meets their personalized requirements. Accordingly, the search engine based on Web personalized information recommendation service applies various technologies of Web personalized information recommendation service to the search engine, which can effectively obtain the characteristic information of Web users and provide personalized recommendation service to users accordingly, thus improving the service quality of modern network search engines. The concept of search engine based on personalized information recommendation service belongs to the concept of personalized search engine. Personalized search engine refers to the personalization of interface and content. The so-called personalized interface refers to the ability to provide users with customized search engine interface style and layout, and provide their pre-customized interfaces according to different users; The so-called content personalization refers to the ability to provide users with customized search engine search results. Users with different information retrieval needs will get different hit results even if they use the same search term. Obviously, the search engine based on personalized information recommendation service emphasizes the personalization of content, and its practical significance is greater than the personalization of interface. Previously, the use of personalized technology has been widely used in modern search engine systems.
Question 8: What is personalized service ◆ Risk management is the focus of countercyclical supervision.
Wealthy people have a high demand for privacy and security, and their personalized demand for products and services is obvious.
In order to meet the needs of high-end customers, people are more important than hardware facilities. We attach importance to employees' interests and development space, and constantly improve their professional ability and comprehensive quality.
In 20 10, it is estimated that China's GDP will exceed 38 trillion yuan, opening up a broader development space for the insurance industry. The insurance industry has gradually become an important force in the financial market to optimize the financial structure and improve the efficiency of resource allocation.
Recently, China Banking Regulatory Commission and China Insurance Regulatory Commission issued a series of new regulations to regulate the development of bank insurance. The insiders believe that this will be more conducive to standardizing the market and establishing a good market order. A person in charge of the China Insurance Regulatory Commission said, "Modern insurance should play the functions of economic compensation, financial intermediary and assisting social management."
In view of the development prospect of the insurance industry, China Business Daily recently interviewed Ms. Lu, vice president in charge of bank insurance business of Luen Thai Metropolitan Life Insurance Co., Ltd.
Counter-cyclical supervision focuses on managing risks
National Business Daily (hereinafter referred to as NBD): In the 12th Five-Year Plan proposal, the central government mentioned to build a countercyclical macro-prudential financial management system framework. Chairman * * * also said at the IAIS annual meeting a few days ago that it is necessary to carry out countercyclical supervision in insurance supervision and strengthen liquidity supervision. How to understand the counter-cyclical financial management system? What role does insurance play in this system?
Lu: As early as June 5438+this year 10, Chairman * * mentioned the study of countercyclical supervision in his work report.
The market economy is cyclical, and prosperity and recession are accompanied and appear alternately. How to reduce volatility and its negative impact on the economy must focus on risk management, which I understand should be the focus of countercyclical supervision.
In addition to paying attention to the matching of assets and liabilities and solvency, the China Insurance Regulatory Commission (CIRC) has also stepped up its supervision over asset liquidity this year. During the boom period, we should pay attention to the risk of excessive expansion, and during the downturn, we should manage the liquidity risk to cope with the run tide and asset shrinkage. The most important thing in insurance business is risk management, which complements banks and securities to form a financial system.
After more than 40 years of operation, the foreign shareholder of our company, Metropolitan Group, has established a series of perfect internal risk management systems, withstood the test of many financial crises and steadily expanded its business to more countries and regions around the world. As a joint venture company of Metropolis in China, we also inherited the fine tradition of foreign shareholders, ensuring both speed and business quality, and focusing on cultivating the China market for a long time.
Pay attention to the long-term return on investment
NBD: The insurance premium has been collected, but how can we meet the dividend and income expectations of the insured under the bad capital market? What role does the asset management team of the insurance company play in it?
Lu: The investment in our insurance products depends more on the long-term investment effect. Short-term market fluctuations are normal and will not have much impact on the performance of long-term investment.
According to the investment objectives and requirements of different insurance products and the actual situation of the market, the investment team of our company will rationally allocate premium capital assets, select appropriate investment varieties and build a portfolio.
Our advantage is that foreign shareholders have long experience in insurance investment management. In the actual investment management and operation of our company, the regional headquarters and head office of foreign shareholders will have professional investment teams to provide us with help and support.
High-end demand: privacy and security
NBD: In your opinion, what are the insurance needs of high-end customers? What experience and measures does your company have in meeting customers' needs?
Lu: The wealth class and middle class in China are growing rapidly, and the banking industry is paying more and more attention to the products and services of high-end customers. In recent years, wealth centers and private banks serving this market have also developed rapidly. The orientation of MetLife's cooperation with banks is to provide products and services that meet the needs of partners.
Relying on the professional experience and international advanced technology of MetLife Group, we will combine localization with China's national conditions. To this end, since last year, we have cooperated with professional market research companies to conduct research specifically for high-end customer markets. Through investigation, we find that the demand for insurance by the wealthy class has its particularity, which is embodied in the concern of such customers for privacy. & gt
Question 9: What is personalized network marketing? When did this concept appear? The current "personalized" marketing has been recognized by most marketers, and some even think that the whole marketing trend will develop to "personalized" in the future. But at present, "personalization" is only copied from time to time in the marketing field like a concept. How many companies are implementing "personalized" marketing?
In fact, many CEOs of enterprises, who don't want to increase the sales of their products, know that personalized marketing is very good and suitable for the development of the times, so of course, they should implement it quickly. Dell computer, which is familiar to everyone, implements "tailor-made" and Haier puts forward "you design, I realize", all of which show that entrepreneurs are actively moving closer to "personalization". But whether it is Dell or Haier, these so-called "customization" are mostly reflected in slogans, which is very difficult to achieve! Because they want to truly "one-on-one" between products and customers, the price of his products may become "sky-high".
In other words, the so-called "personalized" marketing in the current marketing field mostly stays on the "personalized" of products, and personalized products are subject to many restrictions, so the final effect can only be to satisfy the customer's psychology at the moment conceptually. So how can we truly embody "personalized" marketing? I'm here to talk about my personal views.
We must be clear that the whole marketing behavior from product production, product circulation to product use should include "personalization". We can divide it into three parts: product personalization, service personalization and marketing model personalization.
First, product personalization
This part is actually the actual use effect and psychological appeal of the products that satisfy customers most, including structural design, appearance design, image concept packaging, functional design, price positioning and so on. At present, the personalization of most products is difficult to achieve "one-on-one" with customers and can only be as close as possible. For example, clothes can be tailored, but its color and fabric may not completely meet the requirements of customers; If the refrigerator and TV are designed and manufactured according to the customer's requirements, the cost may be several times higher.
Product personalization can be a variety of personalized designs of a product, or a combination of multiple products to meet the personalized needs of a certain type of customers to the greatest extent. For example, calcium products, calcium supplements for the elderly increase anti-aging factors, and calcium supplements for children promote intellectual development. Some health care products companies have launched a "three-dimensional health package". Oral health food can regulate blood sugar and blood lipid-called internal adjustment, and external far-infrared products can improve microcirculation-called external nutrition, which can better meet the unique health needs of middle-aged and elderly people.