Study Of New Product Precision Marketing Strategy Of M Company In The Big Data Environment

With the rapid development of economy,the application of big data has swept the world under the background of globalization.With a series of new generation technological innovation,big data is bringing profound changes to the way of life and production,including various APP on mobile phones,urban management systems,national macro governance,transportation command,agricultural scale farming,and COVID-19 prevention and control.Enterprises have paid more and more attention to how to flexibly use big data to screen and portrait consumers,how to use big data to find consumers’ needs and develop new products,how to use big data to seize market opportunities,and how to use big data to implement their new product marketing strategy.This paper will study the new product development and marketing strategies made by the enterprise in the big data environment to find and summarize the problems and deficiencies of most enterprises in new product development and marketing,and put forward the optimization strategy scheme,so as to provide reference for enterprises to use big data for new product development and precision marketing strategies.M company is a well-known enterprise in the food industry.It has many popular snack food brands at home and abroad.It has won a number of patents and awards in the process of new product development and production,which are deeply favored by consumers.Firstly,this paper uses SWOT theory to analyze the strengths,weaknesses,opportunities and threats of M company in the big data environment,and point out that there are some problems in current new product development and marketing process,such as inaccurate user portrait,unclear market segmentation,deviation in new product selection and so on.Then,this paper puts forward targeted solutions for M company’s new product development and precision marketing,including using big data for User persona,market segmentation,new product selection,4P marketing strategy,establishment of relevant systems,etc.Finally,the paper will compare and analyze the original scheme,the schemes of other companies and the optimized new scheme of M company to verify the feasibility of the new scheme of new product development and precision marketing strategy for M company based on big data.