数据挖掘技术在精准营销策略中的应用  

Application of Data Mining Technology in Precision Marketing Strategy

作　　者：梁林 胡凌云 Liang Lin;Hu Lingyun(Hefei University of Economics,Hefei,Anhui 230011,China)

机构地区：[1]合肥经济学院,安徽合肥230011

出　　处：《黑龙江工业学院学报（综合版）》2023年第6期66-71,共6页Journal of Heilongjiang University of Technology(Comprehensive Edition)

基　　金：安徽省自然科学研究项目“基于身份的代理盲签名及其在电子现金中的应用研究”(项目编号:KJ2018A0648);安徽涉外经济职业学院质量工程项目“基于人才需求的高校电子商务专业人才培养方案模式研究”(项目编号:2018jyxm03)。

摘　　要：数据挖掘技术具有先进性、经济性、可靠性、针对性等内在特点,能够使精准营销策略更为前瞻、科学且准确。然而,受到企业营销思维、数据分析能力等因素的限制,数据挖掘技术在精准营销策略中的应用存在数据收集缺失、数据逻辑不清、价值挖掘有限、技术研发困难等问题,制约精准营销质量提升。企业可通过明确数据标准、拓宽营销思维、挖掘客户需求和推动技术研发等方式,打造大数据精准营销平台,实施定向精准营销策略,提高精准营销质量。Data mining technology has inherent characteristics such as advanced nature,economy,reliability and pertinence,which can make precision marketing strategies more forward-looking,scientific and accurate.However,limited by factors such as corporate marketing thinking and data analysis capabilities,the application of data mining technology in precision marketing strategies has problems such as lack of data collection,unclear data logic,limited value mining,and difficulties in technology research and development,which restrict the improvement of precision marketing quality.Enterprises can build a big data precision marketing platform,implement targeted precision marketing strategies,and improve the quality of precision marketing by clarifying data standards,broadening marketing thinking,exploring customer needs,and promoting technology research and development.

关 键 词：数据挖掘 精准营销 大数据技术 

分 类 号：F274[经济管理—企业管理] TP311.13[经济管理—国民经济]