大数据环境下企业精准营销策略探索  

Exploration of enterprise precision marketing strategies in a big data environment

作　　者：李珍珍 黄利坤 Li Zhenzhen;Huang Likun(Jiangxi University of Software Professional Technology,Nanchang,Jiangxi,330041;Nanchang Institute of Technology,Nanchang,Jiangxi,330044)

机构地区：[1]江西软件职业技术大学,江西南昌330041 [2]南昌理工学院,江西南昌330044

出　　处：《市场周刊》2024年第33期96-98,共3页Market Weekly

摘　　要：大数据环境下的精准营销能以数据驱动的决策提升营销活动精准度,实现高效资源配置和实时市场洞察,从而增强客户互动和满意度。文章探讨了大数据环境下企业精准营销的优势,分析了数据收集与整合、用户画像分析、营销渠道优化、内容创新以及自动化技术在精准营销策略中的应用,以确保精准营销策略的有效执行。Precision marketing in a big data environment can enhance the accuracy of marketing activities with data-driven decision-making,achieve efficient resource allocation and real-time market insights,and thus enhance customer interaction and satisfaction.This paper discusses the advantages of precision marketing for enterprises in the big data environment,and analyses the application of data collection and integration,user profile analysis,marketing channel optimization,content innovation,and automation technology in precision marketing strategies to ensure the effective implementation of precision marketing strategies.

关 键 词：大数据 精准营销 数据驱动决策 用户画像 营销自动化 

分 类 号：F275[经济管理—企业管理]