| With the improvement of network technology service level and the expansion of application scope,data has become an important part of enterprise assets.The correct use of data resources can not only enhance the profitability of enterprises,but also form data products and generate commercial value.As one of the important technologies of big data application in the digital economy,precision marketing is an indispensable ability in modern enterprise marketing.On the basis that the enterprise itself cannot complete the data application,enterprises that can provide data application services need to participate in the design and development of precision marketing platform through a reasonable business model,so as to help enterprises give full play to the value of data and avoid the waste of data resources.Based on the relevant research results,this paper selects the appropriate research tools.Firstly,the business canvas is used to describe the current situation of the business model of the precision marketing platform designed and developed by ax company.Based on the current situation,eligible respondents were selected from ax’s customers,peers and their own enterprise personnel.Through the design and analysis of the interview,the problems existing in the business model of the precision marketing platform designed and developed by ax company are obtained: single data resources;Lack of own channels;Complex platform operation;Ignore resource integration.It also analyzes the marketing environment of ax enterprises by using Porter’s five forces model and SWOT.According to the current situation of the enterprise and combined with the marketing environment,this paper puts forward the optimization strategy of the business model of the precision marketing platform designed and developed by ax company: create an independent brand;Enhance channel interaction;Expand business areas;Optimize resource integration,etc.The design principle is put forward;Value embodiment;Business model optimization design including development mode.Through the research on the business model optimization strategy of ax company’s precision marketing platform,it can extend to guide other enterprises focusing on providing data application services,so as to guide enterprises to continuously optimize their own business model while using the precision marketing platform to carry out business model innovation for customers,so as to face the market in a more flexible way. |
