大数据在企业市场营销中的应用分析

Application Analysis of Big Data in Enterprise Marketing

在企业发展的进程中,市场营销起着举足轻重的作用,是反映一个企业生产和开发的主要手段,也是为客户和合作伙伴带来经济利益的关键。因此,企业要根据市场的变化,及时地对企业的营销战略进行调整,以增强企业在市场中的竞争力。市场营销是促进企业发展的主要工具,由于大的市场环境不断变化,营销的模式、需求、方法等都要不断地进行革新,以满足企业的发展需求。大数据是当今社会发展的一项主要潮流,对社会生活造成了巨大的冲击,因此,公司的市场营销要深入研究大数据环境下的工作,认清大数据环境下的工作机遇与挑战,确定行之有效的市场营销方向,进而推进公司的市场营销策略规划,为公司的发展奠定坚实的基础。本文简要阐述了在大数据社会背景下,深入地分析了大数据的应用对公司经营产生的影响,从市场调研、产品开发、品牌传播及客户关系等四个角度,讨论了公司未来的发展机遇与挑战。着重探讨了怎样利用大数据来提高企业的营销效率。

In the process of enterprise development,marketing plays a pivotal role,is to reflect an enterprise production and development of the main means,but also the key to bring economic benefits for customers and partners.Therefore,enterprises should adjust their marketing strategies timely according to the changes of the market,so as to enhance their competitiveness in the market.Marketing is the main tool to promote the development of enterprises.Due to the constantly changing market environment,the mode,demand and method of marketing should be constantly innovated to meet the development needs of enterprises.Big data is a major trend in today's social development,which has caused a huge impact on social life.Therefore,the marketing of the company should deeply study the work under the big data environment,recognize the job opportunities and challenges under the big data environment,determine the effective marketing direction,and then promote the company's marketing strategy planning,to lay a solid foundation for the company's development.This paper briefly describes the big data society background,in-depth analysis of the application of big data on the impact of the company's operation,from four perspectives of market research,product development,brand communication and customer relations,to discuss the company's future development opportunities and challenges.This paper discusses how to use big data to improve the marketing efficiency of enterprises.