The Big Data Precision Marketing Strategy Research On Jinan Jiabao Company

With the development of Internet of Things and Internet technologies,a great deal of data has been produced in all walks of life,and these huge amounts of data contain many information values.Through the screening of these information data,mining,extraction and analysis,and applied to the enterprise marketing strategy,will bring great business value to the enterprise.As China's economy continues to grow and its national income continues to rise,more and more people begin to increase their demand for dairy products.Dairy products industry also ushered in more and more new entrants,market competition intensified day by day.For dairy enterprises,how to mine their own data and information through big data technology and provide a reference basis for the marketing strategy of enterprises has become a key issue that enterprises should consider.In this thesis,Jinan Jiabao Dairy Co.,Ltd.as the research object,through a comprehensive analysis of Jinan Jiabao Dairy design a set of scientific and rational big data accurate marketing strategy.The main research contents include:Firstly,elaborating and finishing related concepts and theories such as big data,precision marketing,market segmentation and data mining methods.Secondly,using PEST method to analyze Jiabao Dairy's macroeconomic environment,using Porter's five forces to analyze the market environment of Jiabao Dairy,and researching the internal environment of Jiabao Dairy from three aspects:business capability,resources and value chain,Jiabao Dairy's SWOT analysis points out its strengths,weaknesses,opportunities and threats.Third,according to internal and external environment,Jiabao Dairy developed a big data marketing strategy,pointed out the strategic vision,missions and principles,clarified the content and selection basis of Jiabao big data marketing,and proposed a complete strategy and implementation measures for big data marketing,among them,implementation measure include the establishment of big data teams,build big data platform,integrate data sources and plan big data marketing system architecture,identify user portraits,plan and develop big data marketing models,and optimize products and services.The use of big data includes optimization of product strategic,planning strategic communication,and customer complaint handling three aspects.Finally,we provide the safeguards for Jiabao big data marketing strategy through five aspects:data,manpower and organization,management and capital.including improving the data platform,providing data protection,strengthening personnel training and providing human resources protection,implementing flat management and providing organizational guarantee,optimizing information systems,providing management support,implementing capital operations,providing funding protection etc.