The Research On The Marketing Strategy Of Baihong Company In Big Data Era

With the rapid development of the Internet, the big data era emerged, getting massive data and analysis is now the focus of academic attention. In the era of big data, mass data obtained by data mining methods need to be processed, derive valuable information, and thus a more accurate market analysis and customer information up to date, finally the marketing strategy supported by the data make more accurately and quickly. Marketing strategy based on large data is the front theory in the marketing field,and its customer-oriented marketing concept will be the optimal choice that enterprisesenhance the competitiveness.Firstly,this paper is based on Baihong company status, marketing analysis of existing conditions and marketing issues, noting that the company products has a single structure, imperfect relational database management, and customer management is not sufficient, so the company faces the risk of a potential loss of customers and can't timely communication with customers. Secondly, being use of database resources subdivide Baihong companies customers in theory,making customer value and customer loyalty as the breakthrough point, through the establishment of a two-dimensional customer segmentation model, customers will be divided into six categories, namely low-value customers to wait and see, low-value customers stable, low-value strategic customers, potential customers value, stable-value customers and strategic alliance customers.Then this paper takes differentiated marketing strategies for different customer groups.Finally combining Baihong company operating environment, from the four aspects of product strategy, pricing strategy, channel strategy and marketing strategy the company's marketing strategy were fine analysis. In order to better implement the proposed marketing strategy, this paper proposed the implementation of security to the marketing strategy of Baihong company, including optimizing the organizational structure system and strengthening marketing team building. This paper studies Baihong marketing strategy, and it will be play a certain significanceon the other poly fiber enterprises.