Research Of J Enterprise's Precise Marketing Strategy In Internet Advertisement

In recent years,enterprises with the rapid development faced increasingly fierce competition.With the advertising industry grew by an average of 6%,while the rapid growth of Internet advertising is one of the most important factors.Global Internet advertising spending increased by about 18%,about 170.17 billion US dollars,in the global advertising market accounted for nearly 30%.China's advertising industry is mine-style growth,collecting third-party forecast data from eMarketer,more than 200 billion yuan in 2017,2018 is expected to close to 400 billion yuan,the compound growth rate close to 24%.In this paper,the Internet advertising company J,for example,through the use of 4C marketing theory,customer transfer value theory,positioning theory and market segmentation theory of J company's current situation and problems in-depth analysis,focusing on the use of PEST external macroeconomic analysis model Identify J company's external business risk,take the Porter five force model analysis of the J company's five internal business risks.This paper analyzes the problem of trust crisis,which leads to the problem that the data technology is hindered and can not provide accurate orientation,channel resource price promotion,large-scale Internet monopoly media resource and network false information.This paper is divided into seven parts.First of all,the first chapter describes the background of this topic and research significance,through domestic and foreign literature review and evaluation,as a theoretical basis.Outline the contents of this article to be studied and to solve the problem,and Elaborated research methods and innovations.The second chapter is based on the theory of 4C marketing theory,customer transfer theory,positioning theory and market segmentation theory in Internet advertising enterprise.Chapter 3 uses the PEST model to analyze the external environment and the internal environment from the aspects of policy,economy,society and technology environment.Chapter 4 introduces the company's basic profile and marketing situation,the use of SWOT model analysis of self-built logistics company's precise marketing situation,especially in the management of the company's problems and analysis.This chapter starts from the existing three problems of J Company's Internet precision marketing:data technology is hindered,cannot provide accurate orientation,channel resource price promotion,large-scale Internet monopoly media resources,network false information leads to trust crisis analysis.Chapter 5 presents the optimization strategy of J company's precise marketing,so as to solve the problems existing in the company.Chapter 6:Internet advertising business J has precision marketing optimization strategy.In this chapter,the company "top to down" implement the new strategy for accurate marketing management,respectively,with the human resources protection,technical support,financial security,etc.,to explain how to make J company really solve the problem of accurate marketing management.