基于大数据的汽车精准营销研究分析——以构建奥迪汽车用户画像为例  

Research and analysis of automobile precision marketing based on big data: taking the construction of Audi car user portrait as an example

作　　者：田朝辉[1] TIAN Chaohui(Department of Automotive Engineering,Fujian Chuanzheng Communications College,Fuzhou 350007,China)

机构地区：[1]福建船政交通职业学院汽车运用工程系

出　　处：《福建工程学院学报》2019年第4期391-397,共7页Journal of Fujian University of Technology

基　　金：福建省交通运输厅科技项目(201325)

摘　　要：数据信息技术快速发展,依托数据采集与分析,以奥迪汽车的微博用户为研究对象,采集奥迪全品牌、Q3车型、A8车型这三类车型微博用户的性别、年龄、所在城市、发布渠道、标签及关注点六个维度,分析并构建精准营销的核心用户画像,以指导汽车企业精准捕捉潜在用户,制定精细化市场营销策略,提升服务运营水平,进一步提高自身核心竞争力与持续发展力。Data information technology is developing rapidly.Based on data acquisition and analysis,the Weibo users of Audi cars were taken as the research object to collect data covering the six dimensions of the gender,age,city,distribution channel,label and focus of interest of users of Audi full brand cars,Q3 model and A8 model.Analysis was conducted and the portrait of the core users of accurate marketing was constructed in order to guide automobile enterprises to accurately target potential users,formulate sophisticated marketing strategies,improve the level of service operation,and further improve their core competitiveness and sustainable development.

关 键 词：大数据 精准营销 奥迪汽车 用户画像 

分 类 号：F407.471[经济管理—产业经济]