大數(shù)據(jù)環(huán)境下的營(yíng)銷策略研究

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摘要 “大數(shù)據(jù)”并不是一個(gè)新興的詞語(yǔ)，但是真正的進(jìn)入大眾視野是在最近這幾年。面對(duì)大數(shù)據(jù)的潮流，企業(yè)該如何抉擇呢？是趨利避害還是熟視無(wú)睹？大多數(shù)企業(yè)家認(rèn)為大數(shù)據(jù)帶來(lái)的更多是機(jī)遇，尤其是這個(gè)數(shù)據(jù)為王的時(shí)代，用數(shù)據(jù)來(lái)說(shuō)話似乎更響亮點(diǎn)。而作為企業(yè)賴以生存的銷售，營(yíng)銷策略的制定關(guān)系著企業(yè)的生死，大數(shù)據(jù)能夠給營(yíng)銷策略帶來(lái)怎樣的影響呢？以前，數(shù)據(jù)不是很龐大的時(shí)候，數(shù)據(jù)挖掘已經(jīng)應(yīng)運(yùn)而生，如今大數(shù)據(jù)來(lái)臨，數(shù)據(jù)挖掘得到了更廣大的發(fā)揮空間，不僅數(shù)據(jù)挖掘技術(shù)得到發(fā)展，統(tǒng)計(jì)學(xué)也有了新的用武之地。大數(shù)據(jù)，是一座含著巨量鉆石礦的大山，我們需要利用多重工具才能挖出有價(jià)值的東西。通過這些手段對(duì)大數(shù)據(jù)進(jìn)行分析，得到想要的信息，也許這些信息并不是很清晰，但是對(duì)于最終的營(yíng)銷策略的制定提供了依據(jù)。對(duì)于傳統(tǒng)企業(yè)，分析大數(shù)據(jù)會(huì)給他們帶來(lái)新的發(fā)展方向；對(duì)于新型互聯(lián)網(wǎng)企業(yè)，大數(shù)據(jù)帶來(lái)的則是含金量極高的信息和精準(zhǔn)的營(yíng)銷手段；對(duì)于電子商務(wù)來(lái)說(shuō)，大數(shù)據(jù)會(huì)使他們的營(yíng)銷策略制定更加容易，并且有助于促進(jìn)其智能化發(fā)展。

關(guān)鍵詞：大數(shù)據(jù) 營(yíng)銷策略 數(shù)據(jù)挖掘 統(tǒng)計(jì)分析

Summary " Big data" is not a new word , but the real into public view in the last few years . The face of the trend of big data , enterprise how to choose it? Is avoiding disadvantages or turn a blind eye ? Most entrepreneurs think big data brings more opportunities , especially in this era of data is king , with the data seems to speak louder point . As the survival of the enterprise sales and marketing strategy to develop relationships with corporate life and death , how big data can bring impact to the marketing strategy? Previously, when the data is not very large , data mining has emerged , and now the advent of big data , data mining has been a wider space to play , not only data mining techniques have been developed, was also a new arena. Big data is a massive diamond mine in the mountains of his mouth , we need to use multiple tools to dig out something of value . Through these means for large data analysis, get the information you want, maybe this information is not very clear, but for the development of the ultimate marketing strategy provides a basis . For traditional businesses , big data analysis will give them a new direction ; For new Internet companies , big data brings high gold content is accurate information and marketing tools ; For e-commerce, big data will their marketing strategy development easier and help to promote the development of their intelligence.
Keyword Big Data Marketing Strategies Data Mining Statistical Analysis


目錄
引言 1
第一章 緒論 2
1.1大數(shù)據(jù)營(yíng)銷的研究背景 2
1.1.1背景介紹 2
1.1.2研究的目的和意義 3
1.2 大數(shù)據(jù)營(yíng)銷的國(guó)內(nèi)外研究現(xiàn)狀 4
1.2.1國(guó)外研究現(xiàn)狀 4
1.2.2國(guó)內(nèi)研究現(xiàn)狀 4
1.3本論文研究?jī)?nèi)容 5
第二章 大數(shù)據(jù)營(yíng)銷相關(guān)理論綜述 6
2.1 “大數(shù)據(jù)”基本概念 6
2.2“營(yíng)銷策略”內(nèi)涵 7
2.3 數(shù)據(jù)挖掘介紹 8
2.4統(tǒng)計(jì)分析法技術(shù)介紹 8
第三章 大數(shù)據(jù)營(yíng)銷案例分析 9
3.1 愛點(diǎn)擊案例 9
3.1.1 背景介紹 9
3.1.2營(yíng)銷策略 9
3.1.3觀點(diǎn)總結(jié) 11
3.2海爾的大數(shù)據(jù)營(yíng)銷案例 13
3.2.1案例介紹 13
3.2.2總結(jié)觀點(diǎn) 17
第四章 理論分析 19
第五章 總結(jié)與展望 21
5.1總結(jié) 21
5.2展望 22
致謝 23
參考文獻(xiàn) 24