Customized marketing, also known as customized marketing, is to manufacture products and carry out corresponding marketing activities according to the different needs of each customer. Its advantage is to meet customer needs and improve customer loyalty by providing featured products, excellent quality and value-added services. Customized marketing rose in the West in 1980s, and it showed a vigorous development trend in 1990s, and will become the most important marketing method in the 20th century.

The flexible production system based on the latest modern science and technology can produce non-standardized or non-fully standardized customized products on a large scale with high efficiency, without increasing the cost, so that enterprises can accept different orders from a large number of customers at the same time and provide different products and services respectively, thus achieving "fixed production by sales" and "fixed production by sales" at a higher level. Some clothing stores in Japan use high technology to customize clothes for customers. Electronic measuring instruments measure clothes, computers display images of customers wearing different colors and styles, and send the styles selected by customers to the production workshop. Laser instruments control cutting and sewing, and customers can put on customized new clothes later. In the late 1980s, Toshiba Company of Japan put forward the slogan of "producing a series of products according to customers' needs". Nine different types of word processors and 20 different types of computers are produced on the same assembly line in the computer factory, with 20 sets of each type, at least 10. Most of the company's tens of billions of dollars in sales come from small batch and multi-model series products. A bicycle company in the United States found that the popular colors of bicycles are changing every year, which is unpredictable. There are always some varieties that are in excess and some varieties are in short supply. So a "customer ordering system" was established. The ideal bicycle of the customer can be produced within two weeks of ordering, and the sales volume is large, so there is no need to worry about the backlog of products.

Enterprises that implement customized marketing should attach great importance to scientific research, technology development, equipment renewal and product development; It is necessary to establish a complete customer shopping file, strengthen contact with customers, set up reasonable after-sales service outlets, and improve service quality.