Research On Precision Marketing Strategy Of H Refined Oil Sales Company Under The Background Of Big Data

In the context of the rapid development of Internet technology,people's mode of life and work is changing with the rapid development of big data technology and application.With the help of big data technology,deep mining and integration of data information,giving full play to the advantages and functions of information resources,and fully applying data analysis results to the business marketing model,has become an urgent problem to be solved in different industries at the present stage.As the main source of income for the industrial chain of refined oil companies,refined oil product sales companies play a role in dredging the back road of upstream finished products.In order to promote the sustainable development of the company with high quality,targeted changes and adjustments are needed in the context of big data.This paper takes the provincial H refined oil sales company of a large state-owned company as an example.In the actual research process,sift through hundreds of thousands of customer records and sales data,data mining and analysis techniques such as classification analysis,cluster analysis and correlation analysis are highlighted.In combination with case analysis method,field research method,literature survey method,comparative analysis method,statistical analysis method and deduction analysis method,the data mining analysis and precision marketing measures of H refined oil sales company are carried out under the background of big data.Firstly,the big data theory and precision marketing theory are deeply analyzed to lay a foundation for the follow-up research.Secondly,it introduces and studies the product oil sales company of H,and summarizes the product oil market situation.On this basis,it describes the current situation of big data precision marketing of the product oil sales company of H,and analyzes the current market situation and marketing situation.On the basis of theoretical research and actual operation status analyzes of the company,this paper construct the marketing mining and analysis system of big data of refined oil sales companies from four aspects,namely customer data,market data,sales data and non-oil commodity data,and describ the connotation of 25 models and analysis methods involved in the four aspects.A large number of company data and practical cases are listed in the paper,including data modeling and specific analysis methods,so as to make the whole data mining system scientific and normative.Furthermore,based on the data mining system,this paper develops precision marketing strategies from four aspects,including customer positioning,market positioning,sales data and oil non-mutual promotion,adjusts existing marketing plans,fully integrates with big data,and establishes a precise and perfect customer value-added service system.It is hoped that this paper will eventually become a reference text for refined oil sales enterprises to formulate and implement precision marketing plans,and promote the development of refined oil sales enterprises in terms of income increase,efficiency creation,sustainability and high quality.