On Marketing Strategy Driven by Customer Need in MC

With the various and individual customer needs in the age of mass customization, the concept of MC marketing strategy is proposed based on the traditional marketing mode and the character of mass customization, which is focusing on customer and is driven by customer needs. The 4 PCs of marketing in MC is put forward, i.e. product deployment to customer needs, convenient channel, pricing based on the communication between customer and enterprise and customer service management. Finally, the marketing system in MC is erected and the four parts included are analyzed.