大数据背景下市场调研分析的变革与营销策略  

Changes and Marketing Strategies in Market Research and Analysis Under the Background of Big Data

作　　者：李艳[1,2] LI Yan(China University of Mining and Technology,Xuzhou 221008,China;Huainan Vocational Technical College,Huainan 232001,China)

机构地区：[1]中国矿业大学经济管理学院,江苏徐州221008 [2]淮南职业技术学院,安徽淮南232001

出　　处：《哈尔滨学院学报》2023年第4期56-58,共3页Journal of Harbin University

基　　金：安徽省省级质量工程项目,项目编号:2021cjrh045;2022年度安徽省高校学科(专业)拔尖人才资助重点项目,项目编号:gxbjZD2022118;2021年度安徽省省级人文社科重点项目,项目编号:SK2021A1162;安徽省省级人文社科重点项目,项目编号:SK2021A1163。

摘　　要：大数据时代背景下,数据信息不断发展,不但改变了人们的生活与工作方式,也进一步推动了不同行业的创新发展,使企业迎来新的发展契机。市场营销作为企业经营发展的重要内容之一,在做好市场调研分析的基础上,将大数据技术运用于市场营销策略中,不但能够精准把握市场发展动态,还能改变传统的企业营销对策,为企业提供更加精准、可靠的市场调研数据,有利于促进企业长足稳定发展。故此,文章将分析大数据背景下市场调研情况,说明大数据时代和企业营销的内在联系,提出企业营销的改善对策,以期为推动企业长足稳定发展奠定良好开端。In the context of the big data era,the continuous development of data information has not only changed people’s lifestyles and work methods,but also further promoted innovative development in different industries,ushering in new development opportunities for enterprises.Marketing,as one of the important contents of enterprise operation and development,applies big data technology to marketing strategies based on market research and analysis.It not only accurately grasps market development trends,but also changes traditional enterprise marketing strategies,providing more accurate and reliable market research data for enterprises,which is conducive to promoting long term and stable development of enterprises.Therefore,the article will analyze the market research situation under the background of big data,explain the internal connection between the big data era and enterprise marketing,propose improvement strategies for enterprise marketing,and lay a good beginning for promoting the long term and stable development of enterprises.

关 键 词：大数据 市场调研 营销对策 

分 类 号：F713.52[经济管理—市场营销]