Research On The Precision Marketing Strategy The Zp. Based On Member Data System

At present,the real estate industry has been the traditional mode into "Internet + real estate",the real estate marketing is an important work to promote the development of the real estate industry,how to make use of the Internet information technology,with a low cost marketing precision positioning customer demand,improve the marketing effect,in the real estate enterprise marketing.Based on the accurate marketing theory,data mining and analysis technology and Internet information technology,this paper combines the current situation of real estate marketing to carry out accurate marketing strategy research based on member data system.According to the analysis of the business process of the member data system that supports accurate marketing,the logical thinking of the system business application layer is obtained.The system includes data acquisition and data mining analysis business function.Analysis of member data system for data process,system of funnel type data analysis and member data mining processing mining operation mechanism,achieve according to the member buyers' intensity will be divided into member,member of the secondary,reserve;Analyze data system design target thinking and function module,understand member data system operation mechanism.In this paper,we study the use of membership data system for precision marketing,implements based on member data system more avenues for housing demand behavior information,combined with a funnel type data analysis mining process implementation level of demand for members to buy intention for precision positioning,precision lock customer needs,building product characteristics and member housing demand precise matching,and formulate the corresponding marketing strategy,so as to realize with the precision of the product marketing demand for members,let the real estate enterprise sales work based on this system to realize accurate and routing management,lower marketing costs and achieve accurate marketing purposes.Based on live friends network case analysis,this paper analysis the live friends member precision marketing application framework data system,determine the membership data in the system to the customer marketing management strategy with different levels of housing demand,customer demand level dynamic marketing strategy,and with customer positioning precision of households with Internet advertising strategies of the three main precision marketing strategy;The analysis obtains the accurate marketing process of the member data system of the company,the accurate marketing application effect and the optimization suggestion measure for the precision marketing of the company,so that the company can improve the market competitiveness.