| In recent years,with the rapid development of the internet industry and information technology,the concept of big data has gradually been mapped to various industries.The survival status and marketing pattern of the industry have been constantly changed and innovated with the emergence of big data.The value information contained in the massive data information has brought commercial value to various enterprises,while helping them further deepen market insights,this series of convenience profoundly affects the organizational form,management philosophy,product innovation,key customer service,and marketing of each enterprise.Based on the background of the big data era,it has stimulated competition in the learning industry of enterprises.Faced with such a trillion-dollar market,every company is gradually seeking ways to transform and transform the marketing of big customer business.Y Company is a sales company for learning software platforms,mainly responsible for developing digital solutions for human resources,including research and development and sales of learning software platforms,production and sales of training courses,and the establishment of offline training classes for key positions.The company has been established for more than ten years,and in the face of severe homogenization in the market,its market share has been decreasing year by year.In this situation,Y Company’s marketing work urgently needs to undergo transformation and innovation in the context of the big data era.This study takes Y Company as the research object,combines the knowledge learned during the MBA stage,and aims to solve the current sales problems of Y Company.At the same time,detailed precision marketing strategies will be listed as the research results,providing precision marketing suggestions for other peer companies.On the premise of sorting out and summarizing the current marketing situation of Y Company,a comprehensive analysis of Y Company’s current business situation and business expansion strategies is conducted using the 7Ps combination theory of marketing and field investigation method.Based on the existing marketing characteristics and methods of Y Company’s key account business,Studied its impact on marketing business capabilities.At the same time,based on the 4R principle of precision marketing,through the correlation,reaction,relationship,and return between products and key customers,this article focuses on explaining the complementary relationship between product functions and key customer needs in key customer business marketing.It focuses on how to bundle the needs of key customers with the expansion of product functions,and how to penetrate product functions into the upstream,midstream,and downstream enterprises of key customers.In the face of marketing in such an emerging industry,the author,in order to improve Y Company’s existing marketing strategy,conducted a detailed analysis of Y Company’s current industry competitive environment through the Porter Five Forces model.Combined with Y Company’s original 7Ps marketing strategy,the author made point-to-point improvement suggestions,including product penetration and key customer portrait label development strategies,learning software platform dynamic pricing and cost feedback strategies The research results include supplier integration and omnichannel marketing strategies,innovative promotion and intelligent communication strategies,performance incentives and comprehensive improvement strategies,high-quality and stylish display strategies,and streamlined and efficient operational service processes.In addition,in response to the improvement strategies proposed above,some guarantee measures during the implementation of marketing strategies have also been proposed,such as expanding data sources,selecting data collaborations,and standardizing one’s own standards,maintain the privacy of key customers,promote talent development,prevent excessive marketing,and focus on products. |
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