Mass Personalization: product and branding strategies in order to serve increasingly demanding consumers
|出版日期||內容資訊||英文 86 Pages
|大量客製化:要求直線擴大的同時配合消費者之產品·品牌策略 Mass Personalization: product and branding strategies in order to serve increasingly demanding consumers|
|出版日期: 2015年10月31日||內容資訊: 英文 86 Pages||
「客製化」 (Personalization) 成了食品、飲料、化妝品、保養品等各種市場領域上重要的成長領域。但如果沒有適當的客製化策略，無論何種品牌都面臨只能得到利基消費者這樣的風險。在產品過多，消費者選擇困難的情況下，各家商 為了差別化，不只在風格，更必須提供吸引目光的產品或使用經驗。
本報告提供被稱為「大量客製化」 (Mass Personalization) 的產品氾濫下，廠商和零售業者如何開拓新消費者 (特別是千禧新生代) 的策略相關分析，提供您追求「個體化」商品的消費者背後之社會·心理狀態，及主要對象的消費階層，食品市場和個人保養用品市場上適當的個體化策略應有的樣子和效果，以及主要企業的案例等相關調查。
Personalization offers an important growth area for brands across Food, Drinks and Cosmetics and Toiletries. However, the right Personalization strategy is needed or brands risk personalizing products in a way that will only interest a niche audience. As consumers become overwhelmed and fatigued with the abundance of products presented on retail shelves, manufacturers need to come up with ever more unusual and eye catching products and experiences in order to differentiate themselves. In food and beverage, personalization should be used to offer novelty, such as pushing the boundaries of the extreme and helping consumers make the product their own. In personal care, personalization is more about providing better results; with a third of global consumers feeling that their needs in personal care are not understood, there is an opportunity for manufacturers for further personalization.
Mass Personalization: product and branding strategies in order to serve increasingly demanding consumers identifies the key trends driving the demand for mass personalization and shows how to tap into them, especially as this is an important strategy to reach the crucial millennial age group. This will help manufacturers and retailers to launch products that create the "right-for-me" feeling and successfully attract consumers' attention.