Research On Precision Marketing Strategy Optimization Of H Company Under The Background Of Big Data

With the rapid development and popularization of Internet technology,data and information generated by people and organizations are growing at an exponential speed,and the value contained in a large number of data is quietly changing the business philosophy of enterprises.At the same time,H Company’s business philosophy and model are being pushed to change towards the direction of digitization,information technology and intelligence,and its marketing methods and approaches are also undergoing reform,which is both a challenge and an opportunity for H Company.The precision marketing based on big data requires accurate grasp of customer needs,personalized,scenario-based and accurate marketing matching combined with customer preference labels,and promotion of the right business to the right customers at the right time through the right channels,so as to meet the differentiated needs of customers and provide personalized services is the focus of current business operation.Through literature analysis,case analysis and interview method,this paper focuses on the study of developing precision marketing strategies based on big data,taking H Company as an example.This paper first introduced the relevant theoretical knowledge of big data,precision marketing,user portrait and e-commerce,which paved the way for the follow-up of this paper.Secondly,through PEST analysis,competitive environment analysis and SWOT analysis,the problems existing in H company’s precision marketing are found.Finally,from the data collection,product positioning,customer stratification and follow-up,channel optimization and other aspects of the precision marketing strategy for H company and from the concept,system,organization,technology and finance and other aspects of the development of safeguard measures.In the discussion process of this paper,the combination of big data and precision marketing,combined with the actual enterprise analysis,finally put forward the precision marketing strategy,to solve the actual problems existing in the enterprise.At the same time,it is expected that the research of this paper can bring certain reference value for other similar enterprises in optimizing precision marketing strategies.