Research On Marketing Strategy Improvement Of D Company Based On Big Data Mining

In the Internet era,people's daily behavior characteristics can be recorded and saved by the data.The data is rapidly expanding and becoming larger.Big data has huge volume,wide variety,low value density and high processing speed and other characters.The enterprise can obtain a large number of customer information that can be used in the management from the massive data.The enterprise will extract the original data of basic information and transaction information,then in-depth understand the derived data of consumer preferences,behavioral characteristics,and market demand.The important application of data mining is servicing the marketing decision,identifying the market direction and winning the market by analyzing the data.D Company is a joint venture by the Dongfeng Motor Corporation and Taiwan Yulon Group.It is established in 2010.D Company has become a dark house in the car market.But D Company encounters the darkest year in 2006.Its sales have a cliff style decline.While the same as the joint venture,the sales of SAIC Volkswagen reach 2 million,the sales of FAW Volkswagen break through 1.9 million,and the sales of Dongfeng Honda also reach the 0.6 million.The sales of those companies far exceed D Company.The keys of D company's poor marketing results are uneven product layout,poor market,weak channel and other aspects.It can improve the phenomenon to carry out precision marketing by data mining.The paper mainly adopts the literature research method,case study method,field survey method and other research methods.The paper study the improving of the marketing in D Company,studied the domestic and international big data marketing cases,combined with the marketing status of D Company,and based on the data mining.It can explore the quality customer that can bring the benefits to D Company,achieve precision marketing,improve marketing efficiency,strengthen the corporate brand,and improve the customer satisfaction.The research is helpful to enrich the theory of marketing,and to provide theoretical guidance for the improvement of marketing effect of D Company.In addition,the rational use of large data can help the company to tap the customer needs,to achieve precision marketing,to improve marketing efficiency,to reduce corporate marketing,operating costs,and to improve the efficiency of enterprises.