Research On Precision Marketing Model Based On Big Data Of Automobile Dealers

By the end of 2015,Chinese auto market has seven consecutive years ranked the world's largest auto market.Although the car sales continued to rise,but the growth of sales is slowing down and the profit is reduced.The major automobile manufacturers dealers are facing many problems,so using information technology to determine customer demand for precision marketing has become an inevitable trend.The development of big data technology provides good information foundation for the development of precision marketing.The CRM customer relationship management system based on big data has an irreplaceable role in precision marketing.In today's automotive industry,the CRM customer relationship management system based on big data plays an irreplaceable role in precision marketing.This paper first briefly introduces the basic characteristics of big data.Secondly,we review and analyze the customer relationship marketing theory,precision marketing theory,4R marketing theory and exploratory research on the impact of CRM on enterprise management.Third,the article presents the analysis of big data added to the large part of the proposals and ideas in the CRM customer relationship management systems,and analyzes Beijing HLG auto shop of H car brand.It aims to explore the integration of big data,analysis and combine mining and CRM.From the customer lifetime value cycle,we phased to help enterprises to accurately locate potential customers,expand customer value,and gradually deepen the interaction with customers.We emphasize to meet customer needs and to further deepen the relationship between the cultivation of corporate loyalty customers,so as to obtain the source of enterprise long-term development and survival.In this paper,This article in the 4R marketing theory to expand,and puts forward the combination of big data CRM.Through the collection and selection of the value of information feedback,it is conducive to better communication and marketing,the formation of a virtuous cycle of information dissemination.We believe that the biggest advantage is the high efficiency and precision of the transmission,so the goal is stronger.The paper from the mining potential customers,internal management optimization,precision marketing aspects of monitoring the effect of proposed marketing model of Beijing HLG auto shop.In the implementation of the marketing strategy,we need to identify customer needs more accurately to help companies to gain more return on investment in the future competition.