摘要：基于互联网的个性化营销研究已是时代所需，关乎着企业的未来发展道路和消费者需求的满足程度。对此课题的研究从来都没有停止过，近年来，随着网络时代来临更是掀起一股推行个性化营销的热潮。本文首先从网络营销和个性化营销的相关概念入手，介绍其大致发展历程，得出企业开展个性化营销是形势所迫、发展所需的结论;其次重点以海尔企业为例探索分析其个性化营销之路，总结出很多经验也发现了其存在的一些问题并针对这些问题给出了建设性建议;最后将得到的启示思考分享给其他企业，再次阐明在互联网时代企业开展个性化营销的重要性。48780

毕业论文关键词：网络营销；个性化营销；产品定制

 Research on Personalized Marketing Based on Internet to Haier Enterprise as an Example

Abstract: The era of personalized marketing based on Internet research is required relate to the future development of the enterprise and the level of satisfaction of consumer demand. Research on this subject has never been stopped, in recent years, with the Internet era is implemented set off a wave of personalized marketing.Paper first from network marketing and personalized marketing of related concept starts with, introduced its roughly development course, obtained enterprise carried out personalized marketing is situation by forced, and development by needed of conclusion; second focus to Haier Enterprise for cases exploration analysis its personalized marketing of road, summary out many experience also found has its exists of some problem and for these problem to out has constructive recommends; last will get of revelation thinking share to other enterprise, again stated in Internet times enterprise carried out personalized marketing of importance. 

 Key words: Network Marketing; Personalized Marketing; Product Customization

目    录

摘  要 1

Abstract 1

一 、相关理论概述 2

（一）网络营销的内涵和特点 2

（二）个性化营销的内涵和特点 3

二、互联网时代下的个性化营销 3

（一）互联网时代企业进行营销的瓶颈 3

（二）个性化营销的提出与发展 4

（三）企业开展个性化营销的必要性 5

三、海尔基于互联网的个性化营销分析 6

（一）海尔个性化营销的发展现状 6

（二）海尔个性化营销的具体内容 8

（三）海尔个性化营销存在的问题 9

四、解决海尔个性化营销问题的对策 10

（一）设立新的操作流程介绍模块 10

（二）整合资源，降低成本 11

（三）建立评价分析指标体系 11

（四）注重消费者个人信息保护 11

五、海尔基于互联网个性化营销对其它企业的启示 12

（一）建立双向交流沟通平台 12

（二）信息收集是个性化营销的前提 12

（三）内部管理是个性化营销的基础 12