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    大数据时代企业的市场营销策略分析

    出处:论文网
    时间:2019-09-26

    大数据时代企业的市场营销策略分析

      一、大数据对企业营销的影响

      经济社会不断发展,助推了现代信息技术的革新,大数据逐渐成为时代发展的先声,成为社会进步的见证。大数据是若干数据的集合,汇总了海量数据信息,成为巨大的资源库。为了快速处理数据,提取有效信息,大数据技术应运而生[1]。大数据含括的内容非常广泛,除了传统数据之外,还包括一些视频数据、音频数据等等。大数据的处理方式复杂,对技术提出要求,云计算满足了数据需要,开发了大数据的信息价值,应用范围正在不断扩大。

      大数据对社会发展产生重要影响,对企业的辐射作用非常大。以营销为例,大数据汇总了用户的需求信息,企业依靠大数据技术,能够对用户需求进行分类,并根据用户需求提供相应服务,提高内部的营销水平。大数据为企业营销指引了正确的方向,企业可以根据大数据制定营销管理目标,预测市场的发展方向,获得更多的发展机遇。当然,大数据也给企业带来了挑战:在大数据时代,市场处于时时变化之中,企业必须构建现代化的营销体系,加大产品创新力度。同时,企业需要不断更新营销理念,顺应市场的发展变迁,创造更多的经济效益。鉴于大数据有利有弊,企业必须采用高效营销策略,不断提升自身的营销竞争力。

      二、大数据时代企业的营销策略

      (一)开展数据营销

      在大数据时代背景下,企业营销出现了新变化,传统营销方式逐渐落后于时代发展的潮流,企业需要把握机遇,充分认识大数据特征,并依靠大数据进行营销。与传统营销相比,大数据营销更具挑战性,其可能获得的收益也更多。大数据以互联网作为依托,企业可以调用互联网中的数据信息,把握用户的最新需要,并根据用户需求优化设计产品等。我国推行市场经济,全球化加速了国内市场和国外市场的整合,企业所处的市场环境更加复杂。大数据对国内外市场数据进行了汇总和分类,企业可以根据市场数据制定营销策略,在第一时间了解市场的变化信息。营销部门根据数据设定营销策略,能够创造更多的经济效益,并抢先在竞争对手之前推出新产品。为了提高数据营销效率,企业需要做到以下几点:第一,企业应该获得更多市场数据。部分企业眼光狭隘,仅仅对月份市场数据进行了调研,以偏概全对市场认知不足,难免在市场竞争中陷入不利位置。针对这一情况,需要放长眼光,获得更多数据,并对数据发展趋势进行分析,从中洞察用户的个人需求等,理解消费者的消费情感。同时,企业要对市场发展方向进行预测,以便快速调整营销策略,提高营销质量。第二,企业应该引导客户参与。企业需要秉持消费者优先的原则,让消费者投入营销工作之中,为营销部门提供可行性意见,增进彼此之间的联系,深化消费者对企业的情感体验。第三,企业应该开展精准营销。不同消费者群体有着不同的消费需求,企业需要获取不同消费者群体的消费记录数据,进行一对一的产品信息推送[2]。

      (二)构建数据平台

      在大数据时代背景下,企业之间的各部门需要建立互通联系,各部门需要共享客户数据库内的信息,并依据客户数据库开展各项工作。在传统营销过程中,客户数据受到了忽视,客户需求并没有得到充分满足,企业与客户并未建立对话关系,其推出的产品营销范围有限。针对这一情况,企业需要改进营销行为,打造专业化的营销数据平台,并将客户数据作为重要资源。一方面,企业应该引入更多的技术资金,引进大数据技术,形成完善的客户数据库,并要求各部门共享信息,根据数据捕捉客户的消费动态,记录客户的消费行为,分析客户的消费习惯等,对客户的消费倾向进行有效预测。另一方面,企业应该制定市场调研表,对竞争对手的产品信息进行获取,关注竞争对手的最新动态,并制定相应的营销方案,在竞争中占据有利位置。为了避免数据泄露,企业应该采用数据加密技术等,对数据平台进行定期更新和维护。

      (三)培养新型人才

      传统营销人才并未充分认识到大数据技术的重要作用,对大数据内涵不甚了解,针对这一情况,企业应该加快人才培养的步伐,打造专业化的数据营销人才团队。首先,企业应该加大宣传力度,明确大数据的重要作用,并定期开展培训教育工作,对营销部门进行培训。其次,企业应该将培训考核和营销人才的薪资待遇联系在一起,以培训考核结果分配薪资,增强营销人才的警惕意识。再次,企业应该邀请技术人员开展讲座等,为营销人才介绍数据收集、数据管理的方法等,不断增强营销人才的数据分析能力。

      三、结论

      综上所述,经济社会催生了大数据,大数据对企业发展产生重要影响。大数据既给企业营销带来了机遇,也给企业营销带来了挑战,为了增强自身的营销能力,创造更多的经济效益,企业应该把握大数据内涵,开展数据营销、构建数据平台、培养新型人才。

    大数据时代企业的市场营销策略分析

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