Research On Precision Marketing Strategy Of Educational Training Organizations In The Age Of Big Data

With the vigorous development of China's education and training industry,more and more education and training institutions,competition is also growing,traditional marketing methods can not meet the needs of the survival and development of training institutions.Precision marketing can tap the needs of customer training and bring unlimited vitality to education and training institutions.When the big data horn is more and more loud,how to combine the effectiveness of big data with the marketing of education and training institutions to achieve precision marketing has become the focus of training institutions.This article takes New Oriental as a case to study the precise marketing strategy of education and training institutions in the era of big data.First of all,based on the research results of predecessors,the theoretical basis is put forward and the impact of big data on the precision marketing of enterprises is summarized.Specifically,the impact of big data on customer segmentation and corporate marketing is summarized.Theoretical basis.Then,combined with the New Oriental profile,PEST and SWOT are used to analyze the internal and external environment of the precision marketing of New Oriental Education and Training Institute.On this basis,the questionnaire survey method is used to understand the current status of the precision marketing of New Oriental Education and Training Institute,and summarize the existence of its precise marketing process.The main problem;Finally,combined with the characteristics and advantages of big data technology,build a new Oriental precision marketing big data platform,combined with the commercial positioning of New Oriental education and training institutions,using K-means clustering method to subdivide the customers of New Oriental Education and Training Institute,through Data collection,data pre-processing,and big data mining have been segmented by the customers of New Oriental Education and Training Institute,so as to develop customer-specific management strategies in a targeted manner,and finally provide organizational guarantee,system guarantee,and human resources for New Oriental Precision Marketing in the era of big data.Security,technical support and corporate culture protection.Figure 15,panel 9,and reference 49.