Research On Precision Marketing Strategy Based On User Behavior

With the acceleration of the country’s "triple play" and the rapid development of the mobile Internet,online video resources are becoming more and more abundant,and the homogeneity of video content has made the competition in the new media market extremely fierce.It poses a new challenge to the precision marketing capabilities of radio and television operators."User behavior" and "precision marketing" have gradually become the key for radio and television operators to enhance their competitiveness.Precise marketing strategies around user behavior can better meet the diverse needs of users and improve user experience and corporate marketing benefits.Company H is the country’s largest operator of integrated digital content such as Internet TV,interactive TV,and mobile TV,as well as a comprehensive radio and television service provider.It ranks first in the development of new media and new network industries in the country.Internet TV business is a key development segment of H Company,and it is also the development direction of TV business in the future.Facing the fierce market competition environment,how to realize the precise marketing of H company’s Internet TV business,improve the core competitiveness,and realize the company’s sustainable and stable development,these are all issues that need to be addressed urgently.This thesis takes the Internet TV business of H company as the research object,and comprehensively uses the strategic management analysis tools such as PEST analysis and SWOT analysis to analyze the company’s internal and external marketing environment,development status and existing marketing strategy problems in detail.The thesis summarizes the company’s main internal strengths and weaknesses and the main external opportunities and threats it faces.Based on user behavior data,the thesis analyzes the precision marketing strategy of H company’s Internet TV business,and puts forward optimization suggestions and safeguards for the precision marketing of Internet TV business.The characteristic of this thesis is that it optimizes and analyzes the precise marketing strategy of H company’s Internet TV business based on user behavior data,and simplifies and filters the user behavior dimension from the actual point of view.Through the data analysis of user behavior that is positively correlated with the order quantity,the differentiated marketing strategy comparison and optimization selection of different user behaviors are realized.