Research On Precision Marketing Of The H Rubber And Plastic Enterprises Based On Data Mining

The advent of the information age has created a good atmosphere for the marketing innovation of enterprises.After accumulating customer resources and product sales data in the market by using information technology,enterprises can conduct in-depth data mining,so as to discover the business logic or knowledge hidden behind the data,guide the specific marketing activities of enterprises,and formulate precise market positioning and marketing strategies,so as to achieve precise marketing.In the process of writing this article,I consulted the relevant literature,and found that the current academic research on precision marketing has achieved some results.Most of the literature focuses on consumer goods and end-customer-oriented products.There are few studies on precision marketing around industrial products.This paper holds that it is necessary to study the theoretical and practical application of precision marketing in the field of industrial product marketing.Compared with traditional consumer marketing,industrial marketing is facing the global supply chain system and market competition pattern.The main purchaser of industrial products is usually enterprise customers.The purchasing decision is relatively more complex.Therefore,the marketing strategy of industrial products can not directly copy the marketing strategy of traditional consumer goods.It should be specially studied in combination with the characteristics of various industrial products.Set of industrial product marketing programs to seek changes and breakthroughs in marketing concepts,marketing techniques and marketing strategies.This paper takes H rubber and plastics enterprise as the research object,and takes the precise marketing of polylactic acid as the research content.This paper first introduces the research background,and then combs and narrates the existing research of domestic and foreign scholars in the fields of industrial product marketing,data mining and precision marketing,which provides theoretical basis and practical reference for data mining.In the field of data mining,CRISP-DM standard will be introduced,and the full text will dig data according to the standard.Subsequently,the case of enterprise H in this paper is introduced,including its operation status,product status and industry competition status.This paper holds that it is necessary to implement precise marketing of rubber and plastic industrial products in this enterprise.Then,we use a variety of data mining methods to conduct in-depth analysis of the sales data of enterprises in the past three years.The frequent itemset results of association analysis are derived into network association graph and market segmentation.The results of association rules are accurately predicted and recommended by Apriori model.At the same time,customers are classified by RFM results.Then,combining the results of data mining with marketing theory,we formulate a precise marketing plan,which includes the overall strategy,specific content and safeguard measures.The overall strategy is 4P strategy from the enterprise perspective.The specific content is to establish a precise marketing matrix after analyzing the specific characteristics of each customer group from the customer perspective.The safeguard measures are to avoid data islands and other issues.Then it evaluates the implementation effect of precision marketing.Finally,this paper summarizes the conclusions of this study,puts forward the limitations and future prospects of the study.This study has certain help and reference significance for further clarifying the context of industrial marketing,filling in the application of precision marketing in the field of industrial products.Precision marketing based on data mining will be rapidly popularized in industrial products enterprises,and will rapidly iterate and upgrade.In addition,the study of industrial marketing is also of great significance to China’s industrial development.The related downstream industries will benefit from it and play a certain role in promoting economic growth and scientific and technological progress.