Research On H Company’s Precision Marketing Strategy Under The Background Of Big Data

China is the world’s largest producer and consumer of tobacco products.According to statistics,there are 316 million smokers in China.The annual consumption of cigarettes is stable at around 12.5 billion carton of cigarettes,accounting for about 44% of the global consumption.As one of the pillar industries of China’s national economy,the tobacco industry has made great contribution to China’s national economic development.China joined the world trade organization(WTO)in 2001 and signed the framework convention on tobacco control in 2003.After more than ten years of development,with the gradual advancement of economic globalization,the gradual opening of the tobacco monopoly system,and the change of the smoking consumers,the domestic tobacco industry has felt great pressure.The competition between Chinese tobacco and foreign tobacco is more and more direct,and the competition between domestic tobacco industries and brands is more and more fierce,which leads to the transformation and upgrading of domestic tobacco industry.In recent years,with the rise of big data and the development of mathematical algorithms and models,precision marketing has made a big step forward.The individuation,customization and diversification of consumer demand and the homogenization of products also put forward higher requirements for the development of enterprise marketing.Relying on the big data collection of multiple platforms and the analysis and prediction ability of big data technology,the company can focus on the target market and customers accurately,make the company’s advertising more accurate and effective,and bring higher return on investment for the company.The combination of big data and precision marketing is being accepted and recognized by more and more enterprises.With the development of big data era,enterprises’ precise marketing for modern consumer market and consumers has triggered the author’s thinking.China tobacco is the representative of the domestic monopoly industry.After so many years of development,it has accumulated a lot of data(for example: raw materials data,industrial production data,sales data,customer information,market data,etc.)and many years of industry management experience.Along with the network and the development of science and technology,how to make use of big data,artificial intelligence,neural network engine to dig the tobacco industry huge data resources,make it combine with modern cigarette precision marketing,to develop market,retailers,consumers,marketing strategy,new products research and development,and so on a series of related exploration for the transformation and upgrade of the tobacco industry is of great significance.Taking H company as an example,this paper studies the case of the combination of precision marketing and big data application in the tobacco industry,applies modern marketing theory,and tries to gain more scientific insight into the tobacco market through data analysis.This thesis mainly introduces the development and application of big data,the concept and theory of precision marketing,analyzes the bottlenecks and problems encountered by H company in the development of precision marketing,and introduces the precision marketing system design of H company.The retailer data was combined with the k-means algorithm to classify customer value,and the Boston matrix was used to classify the market,and the ARMA model,Holt-winter model and Delphi expert survey method are combined to predict cigarette sales.Provide analysis and reference for some brand marketing of H company,improve the efficiency and quality of enterprise precision marketing,and improve its existing precision marketing system.