Research On Precision Marketing Strategy Of The L Company

In recent years,with the Internet technology and 020 e-commerce continued to evolve,behind the cumulative amount of data is the rapid growth of geometric progression.The arrival of large data age is quietly changing of many industries and people's lives.Data has become a very important resource,through the massive data and multidimensional data analysis and mining,for the precision marketing provides the possibility.As the continuous development of market economy and the continuous improvement of the system accompanied by entrepreneurial boom,the emergence of many small and medium-sized innovative enterprises.Compared with large enterprises,small and medium enterprises are not sufficient funds,technical precipitation is relatively weak,relatively scarce resources,the use of previous marketing methods cost,and the effect is not obvious,it is difficult to meet the requirements of enterprises.In the fierce market competition,another way for small and medium enterprises is a viable way.The research of this paper is based on the above background.L company is an Internet car washing service company in Nanjing.It has been influenced by "Something Plus Internet" and public entrepreneurship.It has changed from the traditional software outsourcing service industry to the Internet.Since its establishment,the management has been working with product uniqueness and service quality to attract customers,with the Internet market in recent years more and more mature,followed by competition has become increasingly intense,follow the traditional marketing strategy to enhance customer loyalty and user value,the effect is not ideal.The company is currently an urgent need to refer to a more scientific approach to the user to re-segment,to develop a Big Data environment more accurate marketing strategy.In this paper first analyzes the background and significance of the research,and analyzes the current situation of the research at home and abroad.Secondly,the basic theory of precision marketing and data mining is sorted out,and the data mining in precision marketing The application of the preliminary discussion,followed by the analysis of the L company's electricity business platform problems and deficiencies and difficulties faced,and then based on user car wash orders,through the user to buy the time interval,the user to buy the frequency,the amount of the user to buy the use of RFM model And then use the clustering algorithm to classify users according to the results of RFM analysis,find valuable users and their potential demand from the results,so as to formulate the implementation method of L company's precision marketing strategy,provide users with better service,So that products and services more market competitiveness for enterprises in the competition to reduce marketing costs,enhance and maintain the advantages of the direction.