大数据和企业精准营销相关性分析

对大数据和企业精准营销相关性的分析能够为精准营销的实施提供基础和技术平台,为企业对大数据的管理提供一定的方向,将很大程度影响企业的竞争力和发展。在拟定大数据和精准营销指标体系基础上,通过对黑龙江省服务业、商业企业、制造业和现代农业企业进行问卷调查,运用结构方程模型分析其相关性。分析结果显示,大数据与精准营销具有显著相关性,客户数据挖掘对大数据具有显著影响,精准广告投放对精准营销具有显著影响。据此指出,企业应当充分利用大数据技术,注重客户数据挖掘,提高营销的精准性,使其能适应市场竞争带来的机遇与挑战。

Correlation analysis of big data and enterprise precision marketing

The analysis of the correlation between big data and enterprise precision marketing can provide a basis and technical platform for the implementation of precision marketing, and provide some guidance for enterprise big data management, which will greatly affect the competitiveness and development of enterprises. Based on the formulation of big data and precision marketing index system, a questionnaire survey is conducted among service enterprises, commercial enterprises, manufacturing enterprises and modern agricultural enterprises in Heilongjiang Province. The structural equation model is used to analyze the correlation between the big data and enterprise precision marketing. The results indicate that the big data and precision marketing has a significant correlation, the customer data mining has a significant effect on the big data, and the precision advertising has significant effect on the precision marketing. It is proposed that enterprises should make full use of big data technology, stress the customer data mining, and enhance the precision of marketing so as to adapt to the opportunities and challenges brought by the development of the market.