Big Data In S Company Marketing Management Application Research

With the rapid development of mobile Internet,users have changed from the passive recipient of content to the producers of content.The processing technology of big data is becoming more and more mature with explosive data expansion and has now been applied to various fields,such as finance,telecommunications,transportation and so on.Major enterprises extract valuable information by collecting,preprocessing and storing data of users,then using big data digging,analyzing and modeling techniques to provide decision-making reference for company marketing and operation.In this paper,taking S company's product marketing activities as the research object.Aiming at the problems such as ambiguous target user orientation,poor customer experience caused by poor product performance and stability,difficult monitoring and inadequate performance evaluation of marketing activities,this paper uses big data technology to study and propose solutions to various aspects of marketing activities under the guidance of marketing theory.This paper is divided into six chapters.The first chapter is the introduction,which mainly introduces the research background,purpose,method,research ideas and framework.The second chapter is the theory and literature review,the big data technology used in the research process and relevant theory,4P theory,AARRR model,big data marketing theory are summarized.The third chapter analyzes the current situation of S company,first introduces S company and mobile application products,and summarizes the problems in previous marketing activities.Then the PEST method is used to analyze the environment in four aspects of policy,economy,society and technology.Finally,use SWOT method to analyze the advantages,disadvantages,opportunities and threats of S company,and conclude that the problem of marketing activities of S company can be solved by big data technology.The fourth chapter is the design process of big data marketing campaign management.The first step is big data platform construction,data collation and data analysis.The second step is based on big data marketing campaign planning and data monitoring.The third step is based on big data marketing performance evaluation.The fifth chapter is the actual marketing case of S company based on big data.This chapter expounds the application process of marketing activity management based on big data in E-card marketing case of S company,and confirms the effectiveness of big data technology in marketing activity management.The sixth chapter is the conclusion and outlook.