| With the continuous development of the automotive industry,consumer needs are constantly changing,which is manifested in the individualization of demand,and this has also brought more and more changes to the automotive market.So in the context of the era of big data,For dealers,the traditional marketing model has been difficult to meet the real needs,which makes it difficult for auto dealers to achieve their marketing goals.This is undoubtedly a huge challenge for the entire automobile sales industry.Based on this,it is necessary for car dealers to pay full attention to all data changes related to corporate marketing activities in the context of big data,which has self-evident significance for enterprises to occupy a place in the changing market conditions.In addition,auto dealers also plan accurate marketing activities by analyzing consumers’ individual needs,which is called "precision marketing".More and more auto marketers are committed to high-efficiency,low-cost precision marketing strategies to avoid being eliminated by the rapidly changing market.Make full use of information technology to understand consumers’ personalized needs in the context of big data,and then formulate marketing strategies according to the potential target market to ensure that they will finally stand out in the market competition.This is the meaning of precision marketing.It is not difficult to see that the application of big data can provide guarantee for enterprises to implement precision marketing.Then,how to effectively use big data has become an important issue that car dealers must face.At the same time,dealers must understand the relevant information on the implementation of precision marketing and know the corresponding data indicators,so that they can grasp the accuracy of precision marketing subjectively.It can be seen that if companies want to achieve precision marketing,they must start from the perspective of big data analysis and rely on detailed and reliable data analysis to provide a basis for precision marketing.This thesis takes Yaxia Automobile Corporation(YX Automobile company)as an example to study the precision marketing strategy of YX Automobile company through literature research and questionnaire survey.Firstly,the background,significance and purpose of this paper are introduced.The second part summarizes and defines the related concepts and theories.The third part analyzes the marketing environment of YX automobile company.The fourth part analyzes the marketing status quo of YX automobile company,and analyzes the marketing problems of YX automobile company through questionnaire survey.The fifth part is the design and application of big data marketing system for automobile companies.The sixth part takes audi as an example to introduce the application of YX automobile company’s big data precision marketing system.In the seventh part,based on the specific analysis and application results of YX automobile company,the strategy formulation of precision marketing and relevant safeguard measures is carried out.Finally,the paper is summarized,the research conclusions are summarized,and the deficiencies of the research and the relevant contents that need to be further improved and learned in the future are elaborated. |
