Research On Precise Marketing Strategy Based On Data Mining

With the rapid growth of production and management of data,enterprises are increasingly difficult to find regularity directly accordingto the data distribution, and then make analysis and decision. Therefore,traditional extensive marketing has been difficult to adapt to the fiercemarket competition, precise marketing will emerge as the times require.Compared with the extensive management idea, precise marketing shiftsfrom the whole market to subdivided market, sons of subdivided market,even a single user.For user segmentation, product development, promotion, customerservice and so on, precise marketing needs huge data. Database and datamining, developed in the late twentieth Century provides the best solutionfor enterprises to carry out precise marketing model. With research anddevelopment of many years, data mining has gradually entered the field ofvarious application of business. Precise marketing based on data miningtechnology is the most effective, the most meaningful and the mostprofitable marketing strategy. It is also the inevitable choice to enhancethe competitiveness of enterprises.Based on the study of domestic and foreign literature, this paperanalyzes concepts of data mining and precise marketing, points out thedefects of the traditional precise marketing, and then put forward theprecise marketing model. The precise marketing is on the basis of themarket segment and cross-selling, with data mining technology,identifying valuable target customer groups, clarifying the position andcombination of the product. Finally, combined with case, it analyzes theapplication of data mining in market segment and cross-selling. This paperpoints out that through the construction of market segment system and cross-selling model, it can achieve precise marketing. At the same time,precise marketing which is based on data mining is an important meansthat the enterprise enhance the core competitiveness.It will play animportant role in the enterprise market marketing. The marketing theoryanalysis，data mining analysis and the marketing applications in thispaper may have some suggests to the marketing staff.