Research On The Online Precision Marketing Of Haier Group Based On The User Big Data

In the advertising industry is a well-known advertising saying "I know that the money I spend on advertising is about 50% of the waste, but I don’t know which half", in the current Internet marketing, this sentence described the phenomenon is also current difficulties encountered by enterprises in the marketing process.And with the development of the Internet, the user’s dependence on the network, shopping, entertainment, information, communication, sharing and other acts can be achieved through the Internet, and the development of Internet technology, but also a good record of all the data generated by the user in these processes, analysis of the behavior of these data, companies can form an effective insight into the behavior of the user before the behavior and decision-making. Based on the behavior of the data analysis and acquisition, the enterprise can accurate advertising promotion and marketing activities, in the right way in the right time, to improve the user’s conversion effect, to avoid the cost of advertising, to achieve accurate results, this is the big data accurate marketing.Big data precision marketing is based on the need for a large data base, with the user needs to be related to various dimensions of user data, these data will be effective cleaning, integration, mining, modeling, can be applied to daily business marketing activities. Through the analysis of domestic and international large data precision marketing case, the Haier group’s big data precision marketing as an empirical case, summed up the Haier group in the large data precision marketing value chain, through the group’s internal data silos, unified multiple sets of different systems of user data, and data analysis, mining, user identification, through data modeling, user marketing activities, to solve the problems encountered by Haier group in the current enterprise marketing process, to provide practical experience and case guidance for other companies.This paper first through the relevant literature review, to further understand the specific meaning of the user’s big data precision marketing, and analysis of the relevant theoretical basis of large data precision marketing implementation process, including RMF theory, STP theory. Through the value chain analysis, the research on the specific implementation methods and methods of the large data precision marketing of Haier group, and explore the implementation content and effect of the enterprise big data precision marketing. This article from the Haier group’s big data precision marketing case, based on the domestic and foreign big data related data reading, explore the enterprise in the big data marketing problems and the proposed solutions.The main contributions of this paper are as follows:In the marketing decision-making process, through the introduction of data model, based on the results of the model of the user data, to guide enterprises to carry out accurate marketing, the model has played a model in the value of marketing;In terms of user data, open up the data identification of anonymous users and real name users, can effectively identify all the user browsing behavior on the Internet, data collection for the user’s decision-making behavior is more comprehensive, more abundant in the user portrait data output, more abundant, better data, based on the behavior of the data Marketing Prediction and insight;In user identification, through the analysis of user data mining, set up a wealth of user portrait data, from 360 degrees to effectively identify the user, the user’s marketing more accurate, better marketing effect.