The Application Research Of Precision Marketing In Rongs Enterprise Co.,Ltd

With the global financial crisis, caused by American sub loan crisis, sweeping through the world’s major financial markets,the continuing downward economy not only impacted the liquidity of the capital market, but also led to the global debt crisis and soaring unemployment rate. So the consumers have to calculate carefully and budget strictly. On the other hand, the competition among the same trade and even inter-trade is being aggravated. All the things forced enterprises to change the current marketing strategy.In today’s market, consumers are no longer so easily fooled, and the traditional means of marketing are no longer valid. Consumers want to maximize the value of their limited expenditure. They are tired of the omnipresent advertising leaflets, junk mails and telephone harassment. What they want is the information really valuable to them and attract them. This formed a pair of contradictions, on the one hand consumers had to endure too much marketing information that is irrelevant to them, on the other hand the marketing costs of the enterprise increased season by season with the declining return rate.In 2005, the famous marketing professor Philip Kotler put forward the concept of “Precision Marketing”. Relying on modern data analysis technology, it emphasizes on the personalized customer communication system with efficient and high investment return, which aims to help enterprises to realize the measurable low-cost development. "Precision Marketing" has currently become one of the popular marketing terms, which in simple words, is to provide the right people the right products at the right time. Of course, the rightness is to be based on full understanding of customer needs. Precision marketing concept is different from traditional media. It is not based on the advertising, but based on the customer. This also reflects the market transition from a seller’s market to a buyer’s market. With the development of precision marketing theory, it has formed a complete set of process framework. The first thing is customer segmentation. Accurately target customers, grasp customer needs. Based on the targeted customers, enterprise can collect and analyze consumers’ data, which can be got from various sources, just as self built database or buy third party services. Through deep data mining, enterprise can form accurate judgment and expectation for every consumer’s consumption habits or consumption tendency. On this basis, combined with the right products and appropriate enterprise resource allocation, the marketing team can draw up a reasonable marketing strategy, and implement it. Finally, enterprise should establish a reasonable and perfect evaluation system, which should meet the precision marketing measurable standard. Of course, this process is not necessarily immediately accurate, but under the evaluation standard, it must be a gradual process of precision.Because of the fact that the precision marketing professional need the support of data analysis, only the world 500 strong can make use of it in the past. And it is a professional information technology, which is called "business intelligence”. Nowadays with the falling cost of the technology, it has gradually entered the field of mainstream applications, more and more small and medium traditional enterprises like "Rongs" have the capacity and desire to make use of those underestimated historical data, so as to help the enterprise to improve marketing efficiency and to predict the purpose of customer behavior.