Research On Precision Marketing Strategy Of Xiamen Ferry Co.LTD

In the background of Internet,the economy of our country has made tremendous development,in which the research of big data has been paid much attention.By using big data to analyze customer demand and realize precise marketing,enterprises have obtained new development potential.For the urban ferry which facing decline and extinction,precision marketing,enterprise transformation and upgrading is the inevitable choice for enterprise development.Based on the reality of Xiamen Ferry Co.,Ltd.,combined with the current situation of ferry industry,through the ferry industry,precision marketing,big data and other literature research,under the guidance of Internet thinking and 4C Theory,by the means of PEST,SWOT and internal resource analysis,this paper makes a comprehensive and systematic analysis for Xiamen Ferry Co.,Ltd.to find out the important factors of its underdevelopment.At the same time,based on the 4C Theory,it analyzes the internal reasons for the company to Implement Precision Marketing.And point the way to targeted marketing.Based on the company’s advantages,especially the unique entrance of ticket channel flow,according to the identity of passengers,to develop and implement airline marketing oriented by the identity characteristics of passengers purchasing tickets,to service overlay marketing oriented by the guide to travel,and creating Preferential Shopping Carnival marketing oriented by the commemorative gathering companion gift,at the same time,it analyzes the implementation effect of precision marketing strategy,and ensure the corresponding safeguard measures by the angle of concept、organization、Management and brand.Finally,it has the conclusion of this study,as well as the shortcomings and prospects for the future.