Precision Marketing Research On Consumer Brand Attitudes And Purchase Intention

Precision marketing is based on the precise market positioning, using the network information technology, to send the right message at the right time through the right channels to the right customers, to target customers in order to affect purchasing decisions, and promote effective marketing objectives reached. It is the essence of business objectives through accurate market positioning, the use of targeted methods of modern information technology and network, to achieve strong validity of the target consumer groups, high return on investment of marketing communications, in order to achieve low-cost sustainable development business goals.Precision marketing early in the event of more applied only to the promotion of e-commerce, but with the market competition and marketing costs increased, many traditional industries have begun to apply precision marketing, and have achieved good results. Precision current academic study of marketing as a theoretical definition, the consumer database built from a business perspective as well as the analysis of precision marketing applications, marketing, few precise studies on the impact of consumer attitudes, and business success precision marketing applications already the study provides an ideal template.Based on the results of previous research studies to build a preliminary model, put forward hypotheses, and then try select Chevrolet Cruze car brand for the study, based on the needs of domestic consumers to buy a car perspective to study the precise marketing to consumers brand attitude and purchase intention, and the use of SPSS software for statistical analysis of the data, including descriptive statistics, reliability and validity analysis, factor analysis, correlation analysis and regression analysis, reached the following conclusions:(1)Accurate information accuracy can be divided into marketing, information lively, information-intensive, interactive features, customer participation, five dimensions, they have on consumer brand attitudes and purchase intentions have different levels of positive affect.(2) Consumer brand attitudes include cognitive and affective brand attitude brand attitude in two dimensions, Its consumers will have a positive impact, and precision marketing to consumers in the purchase intention plays a mediating role.(3) The consumer’s own characteristics in all study variables are different.At last, according to the results for the enterprises to implement precision targeted marketing made policy recommendations...