Enterprise marketing strategy in the era of big data

下面为大家整理一篇优秀的assignment代写范文- Enterprise marketing strategy in the era of big data，供大家参考学习，这篇论文讨论了大数据时代的企业市场营销战略。如今，企业要想提高市场营销的能力，一定要充分利用大数据的优势，这需要意识到大数据技术的重要性，转变市场营销的观念，顺应时代的发展趋势，引进先进的技术手段，结合大数据信息，为企业营销战略的提供数据支持。根据消费者的需求进行产品的生产与销售，力求获得消费者的满意。另外，企业还可以创新手段，提高消费者对于产品的体验程度，主动将符合消费者需求的产品推荐出去，从而提高消费者的信赖程度，提高市场竞争力。

Marketing is one of the important means for enterprises to enhance economic benefits and enhance the core competitiveness of the market. Some enterprises do not pay attention to the marketing link, marketing awareness is not strong, enterprises and the market derailed, not according to the market demand for production and sales, this will lead to the surplus of enterprise goods, often due to co-product too much and bankruptcy. And although some companies have marketing consciousness, but marketing strategy is not science, many companies do not in-depth market research, to understand the needs of customers is not enough, also did not understand the situation of similar products in the same industry, lead to errors occurring in enterprise marketing strategy, will ultimately affect the enterprise production and sales, the market share. In addition, some enterprises are relatively backward in marketing concepts and still use traditional marketing methods to carry out marketing without taking into account human consumption needs and changes of The Times, which is not conducive to the improvement of marketing level.

Under the background in the era of big data, many companies are hoping to use big data technology marketing, but some enterprises lack of professional and technical personnel, especially for small and medium-sized enterprises, they do not have enough attraction, unable to introduce excellent marketing talent, and no advanced technology to promote the development of enterprise itself, this is not conducive to enterprise marketing level of ascension. At the same time, China's big data application technology is not advanced enough, domestic data storage, data mining technology is not perfect, the core technology is still in the hands of developed countries abroad, which is not conducive to the development of enterprise marketing.

At present, in the era of big data, there will be malicious competition in the market, especially fierce competition of the same products. Some enterprises will cooperate with other enterprises to lower their own costs. In order to improve their own market share, some enterprises will even lower their prices maliciously and drive other enterprises away. To improve their market share in such an unscientific way will cause interference to the normal marketing of enterprises, which is not conducive to the long-term development of enterprises.

Nowadays, big data technology has entered the Chinese market. This technology will bring certain advantages to the marketing of enterprises. First of all, it will improve the pertinence of enterprise marketing. Enterprise the traditional marketing way systemic is not strong, the work is blind, can not fully understand the consumer information, under the impetus of the large data, however, the enterprise can through the big data search and understand the consumer's name, hobby, spending, etc., can also perform data sorting, classification, and consumers can be divided into various categories, targeted marketing, this will make the enterprise marketing work become more reasonable.

In marketing, it is very important for enterprises to explore the market and dig consumers, and big data technology can bring convenience for enterprises to dig consumers. Marketers can use big data technology to find potential consumers in the market and develop into product users through marketing. Moreover, the mining of consumers is also conducive to the research of enterprises, which can obtain more effective consumer information and provide data support for the formulation of enterprise marketing strategy. Enterprises can adjust the production strategy according to the actual situation, improve the quality of products, so as to meet the needs of consumers and improve the market competitiveness of products.

Before the rise in big data technology, the enterprise will often go on the way of social research to obtain the market information, however, with the change of the market, enterprises need to invest capital, continuously updated market research data, and it takes a certain manpower, financial and material resources, so that it may lead to insufficient funds, it is difficult to support the marketing job. After the rise of big data, it can provide a variety of innovative ways for marketing. Marketers can learn market information through the Internet and mobile phone channels, which can greatly save the cost and time of research, facilitate the efficient development of research work, and also save marketing funds for enterprises and improve their economic benefits. It can be seen that the development of big data technology brings opportunities for enterprises' marketing, so enterprises need to use the advantages of big data to innovate marketing strategies.

At this stage, the enterprise to improve the ability of marketing, we must make full use of the advantages of big data, it first requires enterprises to realize the importance of big data technology related personnel, changing the concept of marketing, with development trend of The Times, the introduction of domestic and foreign advanced technology, combined with large data information, provide data support for the enterprise marketing strategy. Can carry on the production and sale according to consumer's demand, make every effort to obtain consumer's satisfaction. In addition, enterprises can also innovate means to improve consumers' experience of products and actively recommend products that meet consumers' needs, so as to improve consumers' trust and market competitiveness.

If an enterprise wants to achieve long-term development, it is very important to build its brand. Especially under the rapid development of the Internet, establishing its own brand is an effective marketing method, which can improve its popularity, occupy the position of market public opinion and play a powerful publicity effect. And brand building is a long-term process, the enterprise managers must have enough patience, starts from the minor matter, can make a series of specific marketing plan, organize marketing activities, using the Internet technology promotion, attract consumers to buy the product, get consumer recognition, to build brand effect, improve enterprise's influence and reputation, to promote the establishment of corporate brand.

In the process of enterprise development, it is also necessary to innovate marketing concepts, optimize marketing resources and adjust marketing direction through data. For example, enterprises can adjust the production price and sales channels of products according to the market demand, integrate market resources, and optimize and improve each link of marketing. Enterprises should also pay attention to the collection of consumer opinions and Suggestions, understand the issues consumers are concerned about, improve product quality in a targeted way, develop development strategies according to consumer needs, understand the consumer groups targeted by products, and innovate according to the needs of different groups. Sports shoes manufacturers in the production of shoes before, for example, can be targeted market investigation, questionnaire survey through the network consumers for sports shoes appearance, performance, color, etc, opinions and Suggestions, you can also organize marketing activities, let consumer personally participate in shoes shape and the design of trademark, such not only conducive to produce most consumer satisfaction products, can also in the intangible expand enterprise publicity and influence.

The marketing model of an enterprise is not immutable. If it wants to achieve long-term and sustainable development, it must constantly innovate its marketing strategy according to the changes of the market, and improve its marketing means in combination with the market demand. Specifically, it is necessary to take consumer demand as the core, collect and sort out big data, study consumer psychology, consumption habits, purchase motivation and so on, so as to innovate the sales model. In addition, the enterprise can also take to broaden the way of consumption, through various forms of publicity enterprise products. For example, before the launch of a new mobile phone by a mobile phone manufacturer, the marketing staff first conducted market data analysis. Because the mobile phone has more complete functions, runs faster and is more popular with young people, the marketing team positioned the target users as social young people and carried out precision marketing. The team first understand the nowadays young people's favorite network platform, in addition to the traditional television publicity, also use the new media propaganda on the Internet, the trill, zhihu, today's headline in the popular media platforms such as a large number of advertisements and soft, and the related preferential policies and performance, the advantages of mobile phone comprehensive, so in a short period of time, young groups began to large area of discussion that a new mobile phone, finally the phone sales record.

With the development of big data, enterprises can obtain massive data and information sources through mining big data, and enterprises should use these data information to actively discover the correlation between consumers and products purchased, make full use of these factors, and scientifically formulate their marketing strategies. At present, associative product portfolio sales is a relatively effective marketing strategy. Enterprises can analyze the two favorite products through data and combine them for combined sales. For example, wal-mart once conducted statistics and surveys on customers' purchase data, and the statistical results showed that most male customers would buy beer after buying baby products. In response to this phenomenon, wal-mart launched marketing activities in special periods such as holidays, bundled baby products and beer for sale, and appropriately lowered the price to attract customers to buy, which finally achieved good results.

In the era of big data, communication between enterprises and consumers is very important. Relevant enterprises can build their own official sales platform on the Internet platform, continuously attract consumers and user groups, establish solid user relations and explore potential users. Enterprises can conduct online marketing through social platforms and online channels, so that the majority of consumers can understand their products and display their positive images. Such as enterprise can build a website, WeChat public number, weibo, etc., in a timely manner to marketing activities and participate in the news out of way, so that more consumers understand the marketing activities of enterprises, actively involved in the activity, can from interacting with customers, so subtle influence consumers, so as to stimulate consumer desire to buy the product. At the same time, enterprises can also use big data to conduct large cluster analysis, analyze and summarize different consumer concerns, and classify them according to different consumer needs. For example, for a kind of consumers who attach great importance to after-sales service, a marketing plan can be set up based on the perfect after-sales service as a selling point to push advertisements to such consumers, and actively contact and communicate with consumers to make them more secure and trust.

In order to give full play to big data technology, enterprises should improve their technical means, introduce high-quality talents with strong marketing ability and understanding of big data technology, so as to collect big data information for enterprises, classify, analyze and sort it, and truly help enterprises to develop marketing strategies. For the existing sales staff, enterprises can carry out training to cultivate the ability of sales staff to collect, analyze and use data, improve the technical level of sales staff, let them take into account the marketing cost, means, price, positioning and other conditions, make full use of big data, comprehensively improve the reasonable and effective marketing strategy.

To sum up, in the era of big data, all companies should find yourself in the process of marketing of targeted measures to improve, and reasonable use of big data technology, dig the effective information resources, the innovation marketing idea, targeted marketing strategy, such ability can enhance the level of enterprise's marketing and make their own in a dominant position in the market competition.

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