Research On Enterprise Marketing Strategy Of B Company Under The Background Of Big Data

In recent years,the big data industry has developed rapidly in China,and the application of big data technology to other industrial scenarios has led to obvious changes in the business format and development mode of many traditional industries.However,because many enterprises cannot master big data technology,they can only entrust emerging big data enterprises to carry out accurate customer extension and solve the problem of accurate marketing.Therefore,this paper takes company b’s plan to use big data technology for accurate customer extension as an example.based on an overview of the big data marketing department of company B and the cases of using big data technology for accurate customer extension,and also on the basis of studying the marketing environment of company B using big data technology for accurate customer extension,this paper analyzes the marketing strategy and corresponding safeguard measures of company b using big data technology for accurate customer extension.This study found that:First of all,this paper analyzes the marketing environment for company B to implement precision customer extension through big data technology.It believes that the policy support and publicity of national and local governments for the development of big data industry,the transformation needs of enterprises in economic development,the recognition of the development of big data industry by all sectors of society,the development of big data technology itself and supporting equipment,and the existing successful cases of big data technology departments provide a good external environment for the implementation of precision customer extension strategy by big data technology departments,which also need to face strong competition in the industry,especially the substitute products of other enterprises of the same type.However,the big data technology department’s own advantages and good external opportunities can still ensure that it can design a good accurate customer extension plan for company B.Secondly,this paper analyzes company B’s marketing strategy of using big data technology to implement precision customer extension.It believes that through data analysis and model analysis of big data technology,company B’s main target market for precision customer extension should be small and medium-sized merchants in various industries located in tier 1 and tier 2 cities and tier 3 and tier 4 cities.The market POSitioning is to attract market consumers by giving away free POS equipment or replacing POS equipment free of charge,and to gain profits through long-term customer service fees.While the marketing strategy is mainly implemented through product strategy and price strategy,that is,according to the characteristics of merchants in different market segments,the strategy of giving away POS equipment free of charge,replacing POS equipment free of charge and reducing the rate of POS equipment is adopted.Furthermore,this article thinks that company B should implement safeguard measures for accurate customer extension from system safeguard,human resources safeguard,hardware safeguard and financial safeguard.