Research On Digital Marketing Of Members Of ZhongYuan City Plaza Based On Big Data

The impact of the epidemic and the changes in Sino-US relations are superimposed,and China’ s original huge foreign consumption power has begun to gradually reverse,which has continuously accelerated the speed of China’s domestic circulation.It is very obvious to see the growth of commercial real estate-related fields.On the one hand,the dividends of residential real estate are gradually declining due to environmental impact,while commercial real estate has gradually shifted from a supporting role to a leading role.Faced with such fierce competition,higher requirements have been placed on operating efficiency and operating income.On the other hand,in the era of the Internet and mobile Internet,the current behavior and consumption position of consumers are being completely digitized.In particular,the new generation of young people who are the "wave of the digital world" are gradually becoming the main force of consumption,disseminating,receiving and promoting various information in the digital world,leading the new trend of consumption.Digitization is inseparable from the help of big data.In the face of the opportunities and challenges brought by big data,this paper analyzes the development status,external environment,competitive advantage,profit model and other dimensions of Zhongyuan City Square,and fully investigates and masters Zhongyuan City Square.On the basis of the current situation of marketing,with the help of big data technology and its member data as the core,further research on the digital marketing of members of Zhongyuan City Square is carried out,and the marketing strategy suggestions of Zhongyuan City Square are extracted through SWOT model analysis,and the optimization plan is proposed.And through the integration of multi-system and multi-service,open up multi-source data,and create a unified digital marketing platform for members,so that the digital marketing method of members of it is gradually becoming digital,intelligent and refined,and it also helps Zhongyuan City Plaza to excavate Deeper data value,expand the scenario-based application of data,and help it to carry out more accurate digital marketing of members.In addition,this paper also formulates corresponding safeguard measures from four aspects:data management,organizational manpower,technical operation and maintenance,and corporate culture.