本文回顾了学术界对个性化定制营销理论研究成果，分析了纺织工艺品现
状，然后论述了个性化定制营销在纺织工艺品行业实施的模式和措施，结合实
际案例进行研究。通过 SWOT 分析纺织工艺品个性化定制营销因素。接着对实
施措施进行了系统化的论述，这些措施包括全面分析目标市场、快捷的柔性产
品策略、便利的渠道策略、个性化定制全过程沟通策略
本文的研究及创新工作体现在首先以个性化定制营销理论为基础，对学术
界常提到而又没能规范性定义的“彩织品”和“彩织专利技术”这两个概念作
了详细解释，通过市场调研和专家访谈的方式分析行业发展趋势，接着从实例
分析中归纳出纺织工艺品个性化定制营销基本原则，最后论述了个性化定制营
销在纺织工艺品市场实施的意义和措施
本文的研究旨在为个性化定制营销在纺织品行业的应用起到积极的推进和
促进作用
关键词：个性化定制， 个性化定制营销， 纺织工艺品，渠道与沟通， 彩织II
Personalized customized marketing strategy and tactics
of textile arts and crafts
Abstract
With the rapid development of society, the factors that affect the development of the textile
arts and crafts industry have changed greatly. The homogeneity of the market competition and the
development of marketing theory and the progress of science and technology have brought new
changes. These changes make the traditional mass production and mass marketing mode
increasingly are becoming ill-suited, meanwhile the individual customization of marketing is
catering for these changes, which is expected to brings a new mode of business. The
implementation of personalized custom marketing in the textile arts and crafts industry is worth
researching.
The paper is reviewed academia of customization marketing theory research results, analysis
of the textile arts and crafts status, and then discusses the mode and the measures of implementing
customization marketing in the textile arts and crafts industry, finally study the case. By the
SWOT model, we analysis the facts of the customized marketing in the textile arts and crafts
industry. Then discuss the implementation measure, these measures include the comprehensive
analysis goal market, the quick flexible product strategy, the convenient channel strategy, the
personalized custom whole process communication strategy.
The research innovate the following contents: first on the basis of the customization marketing
theory, then, giving the explaining of the color woven and color woven patent technology two
concepts. The paper analysis the marketing future through the market survey and the experts
interviews, and summarize the basic principle of the personalized customized marketing theory
from the case learning. Finally, the significance and the measures of the implementing on
personalized customization marketing discussed.
The paper is trying to promote the application of personalized custom marketing in textile
industry.
Key Words：Personalized customized, Personalize customized marketing, Textile arts
and crafts, Channel and Communication, Color wovenIII
目 录
1 导论... 1
1.1 研究背景和意义....... 1
1.1.1 研究背景......... 1
1.1.2 研究意义......... 2
1.2 研究目标和方法....... 3
1.2.1 研究目标......... 3
1.2.2 研究方法......... 3
1.3 国内外文献综述....... 3
1.3.1 个性化定制研究现状 3
1.3.2 个性化定制营销研究现状.... 4
1.4 研究思路和论文内容........... 6
2 个性化定制营销理论框架. 9
2.1 个性化定制营销模式简述 .. 9
2.1.1 个性化定制营销模式的概念 9
2.1.2 个性化定制营销模式的分类 9
2.2 两种营销模式的对比......... 10
2.3 个性化定制营销模式的特点及优势........ 12
3 纺织工艺品传统营销模式困境及发展趋势...... 13
3.1 纺织工艺品概念及市场概况 ........ 13
3.1.1 纺织工艺品相关概念介绍.. 13
3.1.2 行业市场概况 .......... 14
3.2 纺织工艺品传统营销模式分析.... 16
3.2.1 纺织工艺品行业传统营销模式 ..... 16
3.2.2 纺织工艺品传统营销面临困境 ..... 16IV
3.2.3 纺织工艺品企业营销困难的主要因素..... 17
3.3 纺织工艺品相关行业发展趋势分析........ 17
3.3.1 纺织工艺品相关行业市场调研背景......... 17
3.3.2 纺织工艺品相关行业市场现状及困难..... 18
3.3.3 纺织工艺品相关行业应对措施 ..... 19
3.3.4 纺织工艺品相关行业发展趋势 ..... 20
4 纺织工艺品个性化定制营销模式........... 22
4.1 纺织工艺品个性化定制营销模式的产生条件... 22
4.1.1 互联网时代背景 ...... 22
4.1.2 互联网时代带来营销模式的转变 . 24
4.1.3 纺织工艺品个性化定制技术保障 . 25
4.1.4 纺织工艺品个性化定制营销的意义......... 26
4.2 纺织工艺品个性化定制营销模式 SWOT 分析..... 26
4.2.1 个性化定制营销的优势...... 27
4.2.2 个性化定制营销的劣势...... 27
4.2.3 市场的机会... 27
4.2.4 市场的挑战......
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