| The creation of data value on the Internet platform has brought new hope to the hotel industry,and the in-depth development of data collection,storage and mining technology has changed the environment of information dissemination and the purchase decision behavior of consumers.Based on the literature research method,case study method and empirical analysis method,this paper takes M Hotel as the case analysis object and tries to propose a precision marketing solution based on the big data scenario.Conduct relevant transformation research due to the downward status quo of the hotel industry;Conduct research on relevant theoretical and practical tools.With TOOLS such as PEST,STP,4P and user behavior analysis,the problems faced by the initiating enterprises are concentrated in: customer instability,difficulty in developing specific aspects for new customers,and low retention rate of old customers;The reason for this is that the service orientation of the enterprise deviates from the customer,the information is inaccurate,and the interaction is lacking.Therefore,the transformation of data-based precision marketing guided by 4V theory is proposed: adhere to the customer-centric theoretical guidance and achieve efficient information transmission with the application of data technology;The following optimization suggestions are put forward for M Hotel’s precision marketing strategy from all dimensions of 4V theory: differentiated marketing strategy,all-round functional service strategy,outstanding value-added strategy,resonance utility strategy,and construction of M hotel precision marketing ecosystem,and ultimately achieve a healthy and lasting consumer service-loyalty relationship;Optimize the three aspects of infrastructure,team and data technology to guide the implementation of the theory,so as to realize the application of data technology in enterprise transformation in theory and practice,and solve the problems faced by enterprises. |
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