Study On The Precision Marketing Of Automotive Industry Based On CRM

In today’s rapid development of information technology, the precision marketing that use of information technology to lock customers’ demand is more and more widely used. With the advent of "big data" era, is to provide a broad space for the development of information technology-based precision marketing. In the future marketing, precision is irreversible trend. Customer Relationship Management (CRM) system for enterprise offers the possibility of precise marketing in the automotive industry gradually from "product-centric" to "customer-centric" today, its position will become more irreplaceable.In this paper, the integrated use of literature review, field research and case law analysis and other research methods, precision marketing model car industry, conducted in-depth research. Intended by the current well-known automobile enterprise customer relationship management application model studies and precise marketing strategy be combined enterprise, trying to explore a more precise performance of the automotive industry marketing model.This paper uses the theory of relationship marketing, database marketing theory,4R marketing rules and precision marketing theory, a precision marketing7R information dissemination model designed precision marketing model car industry and accurate implementation of the marketing process. But also on optimizing our auto companies CRM system suggestions and ideas, and the future of precision marketing model car companies prospected. Finally, Mazda’s marketing campaign as an example of case analysis,7R information dissemination model to position practical application.7R precision marketing information dissemination model is:by the appropriate communicators, at the right time, the right information, through appropriate channels, to the proper audiences, to achieve accurate effect, and ultimately collect and filter out the really and valuable feedback in order to better carry out the next spread, forming a virtuous circle of information dissemination. Its biggest advantage is that of improving the effective reach and accurate dissemination of results as a starting point for communicators, communication timing, dissemination of content, communication channels, those who pass, dissemination of results and feedback from those who pass a certain provisions of such marketing information dissemination process more accurate, more targeted.In the study of the future of marketing mode, if they can further "7R" information dissemination model sublimation "XR" precision marketing model to help companies achieve more precision marketing in the fierce market competition, more accurate and meet consumer lock who needs while obtaining better returns on investment. This requires in-depth study of senior marketing personnel and marketing scholars to continue to explore and research.