基于消费者画像的企业精准营销与数字化赋能研究
首发时间:2020-08-03
摘要:鉴于以往较少有人利用消费者画像及精准营销结合进行模型搭建和实践应用,本研究利用数字化赋能、消费者画像、全渠道精准化营销相关理论,构建消费者画像的通用模型架构。研究通过对某休闲食品公司的会员管理及客户营销为研究单元,剖析各流程的内在关系及特征,根据不同维度组合值将模型应用到CRM系统,形成"定向消费-消费精准分析-消费者的消费预测-定向消费"的循环向上增值的模式。因此,推进精准营销技术创新,可以解决数字化赋能的过程问题,对传统企业利用数字化赋能实现精准营销具有一定的指导意义。
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Research on enterprise precision marketing and digital empowerment
Abstract:In view of the fact that few people used the combination of consumer portrait and precision marketing for model building and practical application in the past, this study uses the relevant theories of digital empowerment, consumer portrait and omni channel precision marketing to build a general model architecture of consumer portrait. By taking the member management and customer marketing of a leisure food company as the research unit, this paper analyzes the internal relationship and characteristics of each process, applies the model to CRM system according to the combination value of different dimensions, and forms a circular and upward value-added mode of "targeted consumption - accurate consumption analysis - consumer\'s Research oResearResearch on enterprise precision marketing and digital empowerment based on consumer imageconsumer imagech on enterprise precision marketing and digital empowerment based on consumer imagen enterprise precision marketing and digital empowerment based on consumer imageconsumption prediction - targeted consumption", so as to break the digital empowerment and promote targeted marketing technology The process of technological innovation provides some guidance for traditional sales enterprises to achieve targeted and precise marketing by using digital technology.
Keywords: management engineering precision marketing consumer portrait big data empowerment
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