Cross Marketing Strategy Of Yatai Group Members Based On Large Data Analysis

In the customer oriented Internet information age,the competition of traditional industry is becoming more and more fierce.More and more traditional enterprises begin to pay attention to the importance of big data to marketing management.In the era of big data,the enterprise's strategy,operation mode and business model will change greatly,and will turn from "business driven" to "data driven"".How to take the user as the core,through data collection,analysis and mining,to provide more value-added services for users,to achieve precision marketing,so as to enhance the competitiveness of enterprises,one of the most critical user value will become the core demands of business operations.Yatai group is a large group of listed companies,involved in building materials,real estate,medicine,coal,trade and other fields,enterprises throughout the country 10 provinces and cities,and has branches overseas.However,the customer relationship management of all industries in the group is in a loose management mode,and the unified membership management system has not yet been achieved.There is no information technology to support cross marketing and precision marketing among members of the group industry,and the membership data has not been fully exploited.This paper takes Yatai group as the research object,through to the domestic and foreign cross marketing management concept,membership management concept.Application of big data analysis of theoretical study,to explore the application of cross marketing strategy in affiliate marketing management,to provide theoretical support for the research of Yatai group membership cross marketing strategy.On the basis of theoretical research,in-depth analysis of Yatai group member management status and the current problems encountered in the management of members and Yatai group member management requirements to sort out.By drawing on the Ping An insurance,China Haier group,China tourism group,three domestic large enterprise groups,in the cross member marketing management experience,the Yatai group put forward 6 marketing strategies based on cross member data and solutions.Help Yatai group promote the integration of group customer resources,dig out the value of group customer resources,and expand the new mode of customer marketing.CRM and cross—selling bring the most obvious change to enterprise marketing.