本文選題：百宏公司 + 數(shù)據(jù)庫(kù)營(yíng)銷　； 參考：《華僑大學(xué)》2015年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的迅速發(fā)展,大數(shù)據(jù)時(shí)代應(yīng)運(yùn)而生,海量數(shù)據(jù)的獲得、分析是現(xiàn)在學(xué)術(shù)界關(guān)注的重點(diǎn)。在大數(shù)據(jù)時(shí)代下,所得到的海量數(shù)據(jù)需要通過(guò)數(shù)據(jù)挖掘方法進(jìn)行處理,從中得到有價(jià)值的信息,進(jìn)而對(duì)市場(chǎng)進(jìn)行更精準(zhǔn)的分析和客戶的信息進(jìn)行及時(shí)更新,最終使市場(chǎng)營(yíng)銷策略在數(shù)據(jù)的支撐下更加準(zhǔn)確、迅速�；诖髷�(shù)據(jù)的營(yíng)銷戰(zhàn)略是目前營(yíng)銷界的前沿理論,其以客戶為主的營(yíng)銷理念將是企業(yè)提升競(jìng)爭(zhēng)力的最優(yōu)選擇。本文首先基于大數(shù)據(jù)時(shí)代背景,對(duì)百宏公司經(jīng)營(yíng)狀況、營(yíng)銷狀況及存在營(yíng)銷問(wèn)題的分析,指出由于公司產(chǎn)品結(jié)構(gòu)單一,關(guān)系數(shù)據(jù)庫(kù)管理不完善,客戶管理不充分,與客戶溝通不及時(shí),面臨公司潛在客戶流失的危險(xiǎn)。其次,利用數(shù)據(jù)庫(kù)資源從理論上對(duì)百宏公司客戶進(jìn)行細(xì)分,以客戶價(jià)值和客戶忠誠(chéng)度為切入點(diǎn),通過(guò)建立客戶二維細(xì)分模型,將客戶分為六種類型,即低價(jià)值觀望客戶、低價(jià)值穩(wěn)定客戶、低價(jià)值戰(zhàn)略客戶、潛能價(jià)值客戶、穩(wěn)定價(jià)值客戶、戰(zhàn)略聯(lián)盟客戶。然后對(duì)不同客戶群采取差異化營(yíng)銷策略。最后結(jié)合百宏公司的經(jīng)營(yíng)環(huán)境,從產(chǎn)品策略、價(jià)格策略、渠道策略和促銷策略四個(gè)方面,分別對(duì)公司的營(yíng)銷策略進(jìn)行精細(xì)化分析。為了更好地貫徹所提出的營(yíng)銷策略,本文提出對(duì)百宏公司營(yíng)銷策略的實(shí)施保障,其主要包括優(yōu)化組織結(jié)構(gòu)體系和加強(qiáng)營(yíng)銷團(tuán)隊(duì)的建設(shè)。同時(shí)本文對(duì)百宏公司營(yíng)銷策略的研究,將會(huì)對(duì)其他聚纖企業(yè)起到一定的指導(dǎo)意義。
[Abstract]:With the rapid development of the Internet, the era of big data emerged as the times require, the acquisition of massive data, analysis is the focus of academic attention. In the era of big data, the massive data need to be processed by data mining method to get valuable information, and then more accurate analysis of the market and timely updating of customer information. Finally, the marketing strategy is more accurate and rapid under the support of the data. The marketing strategy based on big data is the frontier theory in the marketing field at present, and its customer-oriented marketing concept will be the best choice for enterprises to enhance their competitiveness. Based on the background of the big data era, this paper analyzes the operating situation, marketing situation and marketing problems of Baihong Company, and points out that the company's product structure is single, the relational database management is not perfect, and the customer management is not sufficient. Communication with customers is not timely, facing the risk of loss of potential customers. Secondly, using database resources to subdivide the customers of Baihong Company in theory, taking customer value and customer loyalty as the breakthrough point, the customer is divided into six types by establishing a two-dimensional customer segmentation model, that is, low value expectation customer. Low value stable customer, low value strategic customer, potential value customer, stable value customer, strategic alliance customer. Then different customer groups to take a differentiated marketing strategy. Finally, combining the business environment of Baihong Company, this paper makes a detailed analysis of the company's marketing strategy from four aspects: product strategy, price strategy, channel strategy and promotion strategy. In order to carry out the proposed marketing strategy better, this paper puts forward the implementation guarantee of Baihong company's marketing strategy, which mainly includes optimizing the organizational structure system and strengthening the construction of marketing team. At the same time, the research on the marketing strategy of Baihong will play a guiding role in other fiber enterprises.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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本文編號(hào)：2044870