基于BI理论的大数据网络营销模型研究

Study on the Model of Big Data Network Marketing Based on the Theory of BI

随着大数据时代的来临,各个行业都在积极探索和开发其内部的大数据资源,运用大数据理论与技术发掘数据资源的商业价值。在相关理论分析的基础上,构建了基于BI理论的大数据网络营销模型,模型包括数据源层、数据层、数据分析层、营销应用层及用户层五个部分,并对模型提出了网络营销模型的"5J"评价标准以及模型的价值。该模型将大数据引入到了传统的BI框架中,优化了传统的BI框架,实现了大数据与网络营销的有效拟合。在网络营销领域,大数据的应用作为一种企业数据战略,必将对网络营销的发展产生积极影响。

With the advent of the era of big data, various industries are actively exploring and developing its internal big data resources, and they find its business value of data resources by using big data theory and technology. On the basis of theoretical analysis, this paper builds a big data network marketing model based on the theory BI including the data source layer, data layer, data analysis layer, marketing application layer, and user layer and presents the ＂5J＂ evaluation standard and value for the model. The model introduces big data into the traditional framework of BI and optimizes the traditional framework of BI to achieve an effective fitting between big data and network marketing. In the field of network marketing, the big data applications will have a positive impact on the development of network marketing as an enterprise data strategy.