| "In the third wave of information,people want computer to think about what is hard to think of,or even never.Besides,Theory as anew technical insight may be generated." the futurist Toffler said in his book The Third Wave.So many scholars began paying much more attention and ideas on the evolution of new stuff which is pushed by technology.Technological improvement is not just the changes of model,process and stuff,but in the conception domain,which is the essence of technology and marketing.In recent years,the game industry has shown an explosive growth trend,not only did the market capacity and revenue have grown;but also become more important on the national strategic development.The game industry,especially Tencent Games development,has gained the more attention from the public.Tencent Games revenue has ranked in the first in the market of electronic games in our country and even the world,because Tencent Games has a strong marketing ability.On the one hand,Tencent Games revenue and entire marketing standard have been in the forefront;on the other hand,This company’s marketing has been constantly optimized and improved.The most critical point of that success lies on the precise marketing.As the vice president of Tencent Mr.Lvping speakingin TGC;" the core competitive of Tencent in next stage of the game is to understand itself,precision operation and ready to grasp the needs of users,which are the reasons of Tencent’s success.”So the analysis of this article focuses on Tencent accurate marketing operations.Based on the analysis of Tencent Games marketing case and under the construction of user image model which base on big-data technology,the author draws out the marketing model of user life cycle to fathom the precise marketing of online games under the big-data technology,and drawing a key on clusion from above analysis:the establishment and validation of the model.At the same time,the interaction between technology and marketing is also reflected in the last chapter as part of the summary and reflection.Therefore,the key to this discussion is based on the development of marketing which under the technology,and the marketing activities into the form of the model.Simultaneously that also be able to provide some referenced and guidanced for the relevant industries.The article consists of four parts.The first part analyzes the present situation and the existing problems of Tencent Games marketing.The second part investigates how Tencent company’s game can solve the above problems through the precise marketing under the big-data technology,and will take a model of online marketing;the third part is to verify this model.The verification starts in two ways.On the one hand,that based on the precise marketing of the "4W theory" of the theoretical dimension to verify the feasibility of the model;the other is based on the actual case:the use(???)of precision marketing model to derive "QQ Hyun Dance" and "mysterious shop" comparing the data changes before and after about this activity to verify the operability of the model.The fourth part is to summarize and reflect on the whole content of the model.And gaining a conclusion is that the key point of summary and reflection is the interaction between technology and marketing.What I am mentioned in the above is that,when we summarize the precise marketing model for the promising industry in contemporary society,other industries can refer to the model content themselves alone and those should pay more attention to the new technology,the concept(???)themselves changes and development.Some advanced technologies such as big-data under the precise marketing development is not foroverthrewing and redefining on the previous theory but in the humanity perspective,the theory itself has been forwarded and developed.From the final analysis form this dissertation,the quintessence of precision marketing is user-centered.The emphasis on this core and the clever use of technology awareness is the most urgent theory of precision marketing. |
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