Analysis On Internet Precision Marketing Influencing Factors And Its Strategic Research

Currently, the marketing has been faced with a huge reform brought by the rapid popularization of digital communication and mobile technology. People are more and more self-focused and individuality emphasized, and the demand of costumers also shows the trend of diversification and decentralization. All of these makes it hard for traditional marketing model to capture and satisfy the scattered demands of customers, and with the continual change of consumer behavior and psychological, the marketing costs under traditional model is increasing year by year while marketing effect being the opposite. Therefore, in order to solve the marketing dilemma, the precision marketing fitting to the development of the Internet comes into being.Precision marketing, which uses advanced marketing tool to communicate the correct information to the right person at the right time, emphasizes one one-to-one communication with consumer, so as to form a benign marketing system with high precision, high efficiency and high returns. Theoretical study of precision marketing more concentrated on the qualitative analysis, such as the summary of concept, the building of marketing system, the instruction of the marketing tools and so on. The paper starts from the influencing factors of precision marketing, then introduce the structural equation mode conducted quantitative analysis.This main target of this paper is to find the major influencing factors to build the precision marketing influencing factor model, and then discuss the most determinant factors for precision marketing and the relationship between each factor, so as to provide a reference for corporate marketing activities.The main content of this paper is as follows:(1) Review on relevant literature about network marketing and precision marketing and summarize the influencing factors from four aspects of the implementation of precision marketing;(2) design the scale of precision marketing influencing factors, and form a complete questionnaire after pre-survey;(3) providing with research hypothesis on the relationship among hardware factors, consumer factors, business factors, tools factors and marketing effectiveness, and then using structural equation modeling theory to build the structural model for the precision marketing influencing factor;(4) inputting data from questionnaire into software AMOS16.0 to verify the model.Through empirical analysis, we concluded that: the impact on precision marketing is decreasing progressively from the consumer factors, enterprise factors, hardware factors to instrumental factors, which are inter-related at the same time. whether the marketing can help the accurate market positioning, the choosing of target customers and the establishment of targeted marketing strategy, depends on the comprehensive effect of the four aspects. Finally, according to research findings, precision marketing could help enterprises establish appropriate marketing strategies, establish a solid customer relationships and promote the sound development of Marketing.