基于大数据背景下的汽车4S店营销模式优化

Maketing Model Optimization of Automobile 4S Shop based on the Background of Big Data

在大数据营销的背景下,汽车营销市场竞争日益激烈。通过python分析58同城招聘网129家汽车4S店招聘信息和线下抽样调查42家4S店发现成都市汽车4S店目前普遍存在员工素质参差不齐、客户定位不准确两大突出问题。进而提出优化营销团队结构,建立大数据客户信息库,形成客户标签,客户画像数据模型,加强线上线下营销管理进行精准营销的解决策略。

Under the background of big data marketing,the market competition of automobile marketing is increasingly fierce.Through analysis recruitment imformation of 129 automobile 4 S shop from 58 recruitment website and off-line survey of 42 automobile 4S shop by means Python found that there are two outstanding problems in the automobile 4 S shops in Chengdu:the quality of staff is uneven,the customer positionging is not precision.Then the solution strategies of optimizing the structure of marketing team,establishing big data database of customer information,forming data model of customer label and customer portrait,and strengthening on-line and off-line marketing management to carry out precision marketing are proposed.