The Research On The Precision Marketing Strategy Of Dalian A Real Estate Company Based On Big Data

Since more than half a century ago marketing originated till now, the rapid development of economy and the mercerization let us witness the marketing transformation from production-centered to customer-centered. With the development of internet, mobile internet and new social media in recent years, information overload, data explosion, and personalized customer demand are more distinct, customers are changed from the participants to become the masters of commercial activities. On the other hand, since 1999, Lester Wunderman of the United States puts forward the concept of precision marketing, but it couldn’t launch effectively for the implementation of the precision marketing due to target fuzzy or enablement weak.21st century is coming, Big Data Era is coming, we can collect, analyze and integrate the information with valuable and pointed through mass data, make it possible for precise marketing.The real estate industry belongs to the old traditional industries-system is large, and industrial chain is complex. Due to starting early, its organizational structure and marketing methods are established following the traditional mode. Currently most of domestic real estate enterprises still follow traditional marketing methods, mainly show as extensive marketing channels, high cost effectiveness and the lack of effective evaluation methods and tools. Facing the huge market competition pressure, the real estate marketing mode- rely on destiny need to be broken through urgently.This thesis mainly studies on the application of Data Mining in Big data precision marketing in the field of the customer selection and media selection strategy. It also discussed the deep application of multidimensional association rules in the real estate business. It tries to establish the customer model selection algorithm model and media selection algorithm model.It takes a real estate company A in Dalian as the research object, through the methods of case tracking, literature researching, analyzing and synthesizing, etc., from the aspect of project background, marketing research and economy analysis and so on., to analyze and expound the whole process of a real estate development, to summarize the gain and loss of application, to revise the mistakes, to promote the formation of the closed loop mode for resources on the benefit evaluation. It also points out the future marketing development direction for Company A, in order to enhance the level of the company’s marketing resources control and benefit.