Marketing Case Study Of Big Data Startup SZL Company

With the convergence of information technology and human production and life,the global data has shown the characteristics of explosive growth and massive aggregation,which has had a significant impact on economic development,social governance,national management and people's lives.The advent of the era of big data,data reserve and data analysis ability will become the core of the new government and enterprise is the most important strategic ability,big data has become the government's economic management regulation and important means of enterprise management decision and tools,stronger data set up by the government and the enterprises will therefore insight and decision-making,the traditional industry will be given new life,new industry will also be innovating.Standing in the gap,how to succeed in marketing management for service enterprises focusing on the big data field will affect the survival and development of enterprises.SZL,as a technology start-up company focusing on big data solutions,is mainly committed to designing big data top-level planning for enterprises and governments,and providing customers with comprehensive services of the whole industry chain,such as data mining and collection,data storage,data analysis and data application.Although big data industry has a very broad development space in the future,the increase of market opportunities is accompanied by the increase of the number of enterprises participating in the competition.In this situation,the company itself still has many problems in marketing management.If the company cannot further enhance its strength in market development,product research and development,technological innovation,industrial layout and other aspects,it will face the risk of being eliminated due to intensified market competition in the future.In the first part of the introduction,this paper introduces the research background,purpose and significance,and explains the importance and necessity of studying SZL,a small and medium-sized technological innovation enterprise.In the following part of the case body,the background,products and services of SZL company and the competitive environment it faces are introduced in detail.Then through "competition in the market failure","poor customer service satisfaction","marketing team staff turnover rate is high" the three case story describes SZL present the existing problems in marketing management,marketing,marketing environment analysis,and then through the data service marketing,such as performance management theory,to analyze the above case study,to find the reasons of the problems,mainly includes the lack of marketing environment analysis,a weak technical innovation and customer service ability,inadequate assessment of the value orientation of marketing team system.Then,specific Suggestions are given to solve the corresponding problems from the four aspects of strengthening marketing environment analysis,enhancing product and service value,improving service strategy and improving performance management system,and finally the research conclusion is drawn.Based on SZL company as the research object,this paper analysis and discusses the marketing management for company development present situation,to solve its marketing problem,promote the enterprise fast growth,become a unicorn enterprises within the area as soon as possible,not only has practical significance to the enterprise,but also for enterprises of the same kind or similar product marketing provides experience and reference.