The Research On Marketing Audit Of Power Supply Enterprises Under The Age Of Big Data

Since the 21 st century,information technology has been developing rapidly.The widely use of digital signal equipments,including Internet of things(IoT),mobile terminals,digital sensors,the explosive growth of global data,have deeply affected all fields of economic and social development.Data has been transformed from simple processing object to fundamental resource.With the development of strong and smart grid construction and gradual promotion if information marketing platform,more and more types of real-time data are generated by the marketing of power supply companies.These types of data are important wealth for the companies and important basis for the realization of fine management.The marketing audit on power supply enterprise is an independent evaluation on the effect of the companies’ marketing within a certain period.This audit could help power supply companies to improve their management levels,and to cope with market competition and changes of situations.Big data brings not only the developing opportunities to the marketing audit,but also huge challenges.On one hand,the big data prompt the overall improvement and development of thinking mode,institutional system and working method.On the other hand,large data volumes bring us to large,complex and difficult process,which auditor must handle.Therefore traditional audits have been unable to accommodate with the high degree of information of modern marketing requirements.In this paper,on the basis of research on auditing domestic and abroad,take the power supply companies as the research object,which breaks the limitations that previous researches only focus on governments and production manufacturing.It also makes up for that influence of large data on the mode of thought,system and working method of audit.Firstly,the research background,research significance,domestic and foreign research status,and the innovation of this paper are elaborated.Secondly,the big data,marketing audit and other concepts involved in the research are introduced.Then the role of big data in the power supply marketing audit is discussed from the theoretical perspective,as well as the countermeasures to improve the marketing audit of the power industry under big data background.In the end,through a case analysis of S province power supply enterprise,the specific applications and difficulties of the big data in marketing audit are summarized.