精确营销(Precision Marketing),是指在充分了解顾客信息的基础上,针对顾客偏好,有针对性地开展营销。精确营销是不同于大众营销的一种营销新趋势。有人形象地比喻说,传统的营销模式就像是过去战争中的狂轰滥炸,攻击的是一个面,在这个面上,目标没有轻重之分;而这种做法在现代战争中已经不怎么采用了。现代战争中更多的是利用先进的定位系统来有效地打击目标,更像是一名狙击手,攻击的是一个点,而这个点则肯定是一个重点。随着信息技术的发展和市场环境的变化,我国的电信运营企业已然认识到传统营销方式存在的弊端,精确营销正处于全面实践状态。本期封面文章的主角─中国移动通信集团山西有限公司太原分公司自实施精确营销以来,已成功“狙击”了一个又一个市场,实现了企业加速度发展。 Precision Marketing (Precision Marketing), is based on the full understanding of customer information, based on customer preferences, targeted marketing. Exact marketing is a new trend of marketing different from mass marketing. Some people vividly say that the traditional marketing model is like the indiscriminate bombing of the past wars. The attack is a face. On this face, the goal is not divided into important points. This practice has not been very successful in the modern war. Adopted. More modern warfare is the use of advanced positioning system to effectively target, more like a sniper attack is a point, and this point is certainly a priority. With the development of information technology and the change of market environment, China’s telecom operators have already realized the shortcomings of the traditional marketing methods, and the accurate marketing is in full practice. This issue cover article protagonist ─ ─ China Mobile Group Shanxi Co., Ltd. Taiyuan branch since the implementation of precision marketing has been successful “sniper” one after another market, to achieve the acceleration of business development.