Research On The Influence Of Big Data On Automobile Distributor’s Precision Marketing

With the continuous updating and transformation of the Internet,the mobile Internet emerges as the times require and the interactive fusion with the social media network presents,stores and exchanges the information in the form of massive data,which implies more and more important information and creates more and more value for people.In the increasingly digital market environment,consumers’ requirements for products and services are becoming increasingly personalized,the traditional marketing model has been unable to cope with these threats brought by the market to automobile dealers,automobile dealers began to seek new marketing methods.Making full use of the massive data under big data era,relying on its information resources,and then making marketing strategies suitable to the market environment and enterprise,the automobile dealers can gain advantages in the market competition.Therefore,this thesis attempts to explore the relationship between big data and precision marketing of automobile dealers on the basis of previous studies.The paper first introduces the research background,research significance,research status at home and abroad.On the basis of systematically summarizing the relevant literature at home and abroad,this thesis designs the basic framework of the thesis,expounds the research ideas,research contents and research methods;secondly,introduces the relevant theoretical knowledge such as big data,precision marketing and so on;then,On the basis of previous research,this thesis puts forward the conceptual model of this paper.Big data is divided into three important dimensions: data timeliness,data completeness and customer data mining,and precision marketing of automobile dealers is divided into three important dimensions:accurate advertising,objective market orientation and individualized demand satisfaction,thus putting forward research hypothesis about big data can positively influence precision marketing of automobile dealers.In order to verify the hypothesis,based on the relevant research at home and abroad,combined with the research hypothesis,the questionnaire was developed.In order to test the scale,SPSS was used to analyze the survey data through pre-investigation.On this basis,a formal investigation was carried out to verify the results of factor analysis,and the fitting degree of the conceptual model and the actual data was tested.Through the empirical analysis,the corresponding conclusions are verified.Finally,from the point of view of improving the timeliness of data,ensuring the completeness of dataand strengthening customer data mining,the thesis puts forward some suggestions to improve the precision marketing effect of automobile dealer.It can improve the timeliness of data by updating data in time,designating data analysis strategy in real time and accurately forecasting user demand by using data,and establishing complete customer database.Breaking the data monopoly and stimulating the data circulation to improve the data completeness,through the grasp of real and valuable user data,Equipping professional technical personnel of data mining and carrying out technical training for data mining personnel regularly to strengthen customer data mining in three aspects.