智能手机精准营销策略对大学生购买意愿的影响研究
目 录
ABSTRACT
Accurate marketing "essence" "accurate" gradually receives the favour of individual enterprises, become the first choice of enterprise marketing method. Precision marketing is accurate customer orientation and customer needs to grasp accurately, at the same time need to establish a system of deep in communication with the customer communication, more cause the attention of the enterprise. At home and abroad, enterprises are relying on the present data technology and Internet technology for the deep excavation of consumer demand and accurate customer orientation. The VIVO smartphone company is the first to take advantage of the opportunity to win in February 2017. It focuses on the needs of the younger generation of consumers, with phones that meet the needs of the younger generation. And, more importantly, when the product is passed to the target customers, accurately grasp the target customers platform, centrally, low cost and high quality precision marketi
*好棒文|www.hbsrm.com +Q: ^3^5^1^9^1^6^0^7^2^*
he younger generation. And, more importantly, when the product is passed to the target customers, accurately grasp the target customers platform, centrally, low cost and high quality precision marketing.
Young consumers is the biggest consumer of smartphones, personalized demand is outstanding, is VIVO smartphone company target customers at the same time, based on the questionnaire in the form of a selected college students to investigate the consumer groups, analysis precision marketing influence on purchase intention.
This paper aims at analyzing the precise marketing strategy of VIVO smart phone, and puts forward some methods of precise marketing for enterprises to provide some help for enterprises.
Keywords: Precision marketing;Customer orientation;Purchase inten 一、前言
(一)研究背景
1、大数据时代背景
麦肯锡称，数据已经渗透到我们工作生活的各个角落，成为一个必不可少的要素。同时他也是最早提出大数据时代的美国咨询家。阿里巴巴创始人马云也提到IT时代不再是主流，未来更重要的是Data Technology即大数据时代。在大数据时代中，使数据变得尤为重要，堪比黄金。大数据不仅信息容量大、种类多，更重要的是它处理速度快，不仅为我们的生活提供了极大地便利，同时也为市场营销等工作的展开奠定了基础，为我们创造出更大的商业价值。市场营销终极目标就是为了探寻顾客的需求并生产出能满足其需要的产品。在大数据时代背景下，消费者需求数据传递地更快速、更精准，为市场营销工作者市场信息提供了极大地帮助。大数据时代利用大众在互联网上产生的大量行为信息收集市场数据，整个过程不仅速度快，成本几乎为零。第二，传统的市场营销依靠的是人性统计学来分析消费者心理特征、消费习惯等来寻找目标消费者，而现在市场营销工作者可以借助大数据更加精确地判断一个消费者的兴趣爱好、行为习惯等特征，继而运用这些共同的特征对消费者进行定向，进行市场细分，实现精准营销。第三，消费者在微博微信等互联网平台上留下的对品牌和产品的讨论，对于营销者非常重要，以此设定更精准的促销和优惠来吸引消费者购买。
2、消费者消费需求现状
消费者需求可以说是多种多样，它会随着社会、文化、经济等要素的变化产生变化，但是依旧出现一些规律和特点。消费者消费需求具有驱动性、多样性、选择性、周期性等等一系列的特点，这些特点为市场营销工作的展开提供了依据。营销者需要根据消费者需求规律判断更准确地营销方式，把产品信息和品牌信息更精准地传递到真正需要它的人手中。现在，90后的年轻人成为新一代的消费主体，最突出的特点就是个性化需求突出。如今市场需求向多元化、个性化、差异性发展。这些情况就要求营销者抓准时代主流，进行更精确的定位与剖析。
ABSTRACT
Accurate marketing "essence" "accurate" gradually receives the favour of individual enterprises, become the first choice of enterprise marketing method. Precision marketing is accurate customer orientation and customer needs to grasp accurately, at the same time need to establish a system of deep in communication with the customer communication, more cause the attention of the enterprise. At home and abroad, enterprises are relying on the present data technology and Internet technology for the deep excavation of consumer demand and accurate customer orientation. The VIVO smartphone company is the first to take advantage of the opportunity to win in February 2017. It focuses on the needs of the younger generation of consumers, with phones that meet the needs of the younger generation. And, more importantly, when the product is passed to the target customers, accurately grasp the target customers platform, centrally, low cost and high quality precision marketi
*好棒文|www.hbsrm.com +Q: ^3^5^1^9^1^6^0^7^2^*
he younger generation. And, more importantly, when the product is passed to the target customers, accurately grasp the target customers platform, centrally, low cost and high quality precision marketing.
Young consumers is the biggest consumer of smartphones, personalized demand is outstanding, is VIVO smartphone company target customers at the same time, based on the questionnaire in the form of a selected college students to investigate the consumer groups, analysis precision marketing influence on purchase intention.
This paper aims at analyzing the precise marketing strategy of VIVO smart phone, and puts forward some methods of precise marketing for enterprises to provide some help for enterprises.
Keywords: Precision marketing;Customer orientation;Purchase inten 一、前言
(一)研究背景
1、大数据时代背景
麦肯锡称，数据已经渗透到我们工作生活的各个角落，成为一个必不可少的要素。同时他也是最早提出大数据时代的美国咨询家。阿里巴巴创始人马云也提到IT时代不再是主流，未来更重要的是Data Technology即大数据时代。在大数据时代中，使数据变得尤为重要，堪比黄金。大数据不仅信息容量大、种类多，更重要的是它处理速度快，不仅为我们的生活提供了极大地便利，同时也为市场营销等工作的展开奠定了基础，为我们创造出更大的商业价值。市场营销终极目标就是为了探寻顾客的需求并生产出能满足其需要的产品。在大数据时代背景下，消费者需求数据传递地更快速、更精准，为市场营销工作者市场信息提供了极大地帮助。大数据时代利用大众在互联网上产生的大量行为信息收集市场数据，整个过程不仅速度快，成本几乎为零。第二，传统的市场营销依靠的是人性统计学来分析消费者心理特征、消费习惯等来寻找目标消费者，而现在市场营销工作者可以借助大数据更加精确地判断一个消费者的兴趣爱好、行为习惯等特征，继而运用这些共同的特征对消费者进行定向，进行市场细分，实现精准营销。第三，消费者在微博微信等互联网平台上留下的对品牌和产品的讨论，对于营销者非常重要，以此设定更精准的促销和优惠来吸引消费者购买。
2、消费者消费需求现状
消费者需求可以说是多种多样，它会随着社会、文化、经济等要素的变化产生变化，但是依旧出现一些规律和特点。消费者消费需求具有驱动性、多样性、选择性、周期性等等一系列的特点，这些特点为市场营销工作的展开提供了依据。营销者需要根据消费者需求规律判断更准确地营销方式，把产品信息和品牌信息更精准地传递到真正需要它的人手中。现在，90后的年轻人成为新一代的消费主体，最突出的特点就是个性化需求突出。如今市场需求向多元化、个性化、差异性发展。这些情况就要求营销者抓准时代主流，进行更精确的定位与剖析。
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