Accurate Research On Market Positioning In The Era Of Big Data

As the development of Internet technology,Big Data has become the new key word of age.It has affect the direction of developpment in marketing field entirely.The features of reality,participation,interaction,timeliness and openness has offered company huge marketing advantages in Big Data Age.It provide a more precise marketing measure to the company.It is possible for company to launch precise market positioning by using the social platform marketing offline and the internet marketing online.In the era of big data,because the market presents the characteristics of fragmentation,which makes the activity of enterprise research and positioning accuracy is of great significance.In this paper,the author reviews the activities of accurate market positioning the traditional era,analyzes the traditional market positioning precision of ideas and technology,from the five aspects of philosophy,action ideas and technology,positioning and control activities to build a new accurate market positioning system,at the same time in the process of constructing our precise positioning system,we set up the evaluation of accurate market positioning activities of five indicators: scalability,accessibility,communication,control and difference.The following is the framework of this thesis:Chapter One introduces the background of the research,summed up the large data accurate market positioning of the definition: enterprises using data,data mining analysis of the large collection of customer information,summed up the consumer behavior rules,company based on consumer behavior,accurate market segmentation,target market selection and market positioning to meet the needs of consumers personalized.The third chapter points out how to implement the data accurate market positioning,analyzes how the customer information collection,processing,analysis and interpretation to build a large database data,elaborated how through the analysis of the data to complete the accurate market segmentation,target market selection and market positioning.The fourth chapter discusses the continuous updating and improvement of the consumer database and the protection of the privacy of the consumer to ensure the smooth development of accurate market positioning activities.The last chapter puts forward the insufficiency of this paper and the future research direction.