Research On Accurate Marketing Strategy Of Chang'an Automobile In Large Data

With the increasing popularity and gradual improvementof the Internet, people’s life and work began to shift from offline to online platforms. The resulting data has showed explosive growth. In the era of big data, who can quickly and accurately dig out useful information on the enterprise itself is likely to grasp the opportunity.In recent years, China’s auto markets are increasingly competitive along witj that domestic brands become more mature, foreign car brands have strong settled and market demand has showed more diversified features.All will bring the greater risks and uncertainties for the introduction of new products and the development of marketing decision making. Because previous extensive marketing obviously no longer fit current economic requirement, the domestic auto companies realize that how to use in the severe form of effective marketing tool to market with quickly expanding market share will be a major subject of major auto companies which need to be addressed.This article complies with asking questions, analyzing and solving problems of research ideas, targeted Changan Automobile as the research object, applied big data as the background, and briefly describes the current development of China’s automobile industry and Changan Automobile, through the analysis of the Changan Automobile’s marketing environment and marketing strategy, we propose Changan automobile inadequate marketing strategies, and they should develop marketing strategy combination in line with current trends, as a result, it will improve marketing efficiency.The author in the process of discussion utilizesthe quantitative and qualitative analysis, combining theory with practice and other methods in Changan Automobile marketing strategy combination optimization:First of all, this paper bases on the big data statistics on the Changan automobile STP strategic analysis:The first step is based on the purchasing power index to segment the car market;The second step is according to the price of the car market share and the car index to choose the target market; The third step is to determine the market positioning of Changan automobile according to the characteristics of Changan automobile product and the age distribution of automobile consumers.Secondly, this paper carries out an optimized combination of product strategy, pricing strategy, channel strategy and promotion strategy in four aspects:Product strategy, according to the product level in order to analyze the core products, physical products and additional products;Optimizespricing strategy according to the new pricing strategy, market demand status and Changan automobile product lines;Channel strategy planning, this paper recommends the use of diverse channel mode, jointly built shopmode and networkchannel mode; Promotion strategy, this paper focuses on the promotion of advertising, mainly from ad scheduling, Advertising media selection and accurate target customers three aspects of the implementation of optimization.The massive, complex and fast characteristics of big data increase the difficulty of enterprise data integration and management. In the last part of the article, the author puts forward the implementation of the protection of large data marketing program:Precise information strategy, Accurate communication strategy and Precise fine management strategies, In order to enhance the efficiency of the automobile big data precision marketing strategy. For automotive enterprises, although vast amounts of data increases the sources of information, providing data support for precision marketing, but how companies dig out information with the reference value and how to integrate this information into effective enterprise resource in the huge data and timely and efficient manner to push the information to the customers to increase information dissemination of contact ratio are a key issue in the implementation of enterprise big data marketing.This paper aims Changan automobile marketing strategy research, and provides reference for the development of China’s own brand vehicles.