Research On Marketing Innovation Of Big Data Era

This is an era of rapid economic development.With the development of science and technology,big data technology is also widely used in various fields.In 2012,big data started a wave of big data,which attracted the attention of the mass media and the public.It also became a topic of media attention and caused widespread concern.For the insurance industry that faces bottlenecks in recent years,it faces a big dilemma in marketing.The insurance products themselves are highly homogenized and the competition between the same industry is fierce.In the marketing process,traditional insurance companies mainly rely on relationships for marketing.In the context of big data,precision marketing in the insurance industry has become possible.This paper selects Pacific Life Insurance Company as the research object,and analyzes the marketing status and problems of Pacific Life Insurance Company,and draws on the excellent enterprise case of big data marketing at home and abroad to give the Pacific Life Insurance Company a marketing strategy based on big data.It is hoped that the research in this paper will help Pacific Life Insurance Company to better utilize big data for marketing,thus helping Pacific Life Insurance Company to better meet customers,adapt to market demand and improve marketing efficiency.This paper focuses on the case of Pacific Life Insurance Company,through the domestic and international big data marketing case,combined with the marketing status of Pacific Life Insurance Company,and points out the marketing problems of Pacific Life Insurance Company,and then innovates from the integration of big data precision marketing,Pacific Life Insurance Company's marketing innovation recommendations,as well as implementation guarantees.The marketing innovation strategy is the focus of this paper.It is based on the combination of 4PS marketing theory and customer management in the context of big data.The main achievements of this paper are as follows: First,the relationship between big data mining and precision marketing.On the one hand,big data is the basis of precision marketing,that is,the era of big data makes precision marketing possible;on the other hand,it is through big Data mining can make precision marketing more accurate,that is,more accurate than in the past,the future is more accurate than the present;second is the entry point of big data mining for precision marketing applications,namely consumer behavior insight,target customer choice,accurate information push One-to-one communication system and customer relationship management;finally,from the marketing entry point of Pacific Life Insurance Company,get specific precision marketing strategies,including STP analysis,personalized product offering,differentiated price setting,accurate information dissemination,A comprehensive communication system and the final refined customer relationship management.In addition,this paper is based on the background of big data era to study precision marketing.In the process of the relationship between the two,it is only qualitative analysis,lack of quantitative analysis,which is the flaw of the article.At the same time,because the research in this paper has not been verified by practice,there may be certain limitations.Therefore,it is hoped that more exploration will be carried out in the future practice,making the research more in-depth and specific.