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论文编号：	12922
作者编号：	2320180748
上传时间：	2021/12/14 11:09:23
中文题目：	万得资讯公司大数据营销策略研究
英文题目：	Research on the construction of Bigdata marketing strategy by Wind company
指导老师：	王永进
中文关键字：	营销策略；大数据；数据分析研究
英文关键字：	Bigdata；Marketingsystem；Data analysis and research
中文摘要：	摘要当今世界，互联网信息技术高速发展，各种各样的信息不断影响着当今营销的环境，这些信息有一个同样的名词——“大数据”，它的诞生给营销带来了新的蓝图和发展，并且伴随着信息技术的发展，再加上国家政策的导向和各级政府的大力支持，大数据已经深入人们的日常生活，甚至可以说，已经开始颠覆现有行业的运行模式。在这种趋势之下，金融信息服务企业更要加大新兴技术的研发，将大数据的挖掘、储存、管理、分析以及应用融入自身的营销策略之中，通过从海量的数据中挖掘对自身有价值的数据，构建自身相关外部市场的营销策略。对于企业而言，这不仅是为了自身发展，也是为了适应新的营销模式变化。本文的研究从企业营销策略建设的开始入手，着重于研究关于大数据对企业营销策略建设的影响，因为通常的情况下，企业需要调整营销策略往往都是从人力资源等方面进行着重调整，来适应外部环境的变化。本文以国内知名的互联网金融大数据服务公司之一的万得信息科技股份有限公司为代表的案例，通过对万得资讯公司内部市场营销策略的分析，分析万得资讯公司当前市场营销中存在的一些问题以及如何构建大数据营销战略的可能性。在此基础上，本文通过PEST模型、波特五力模型等工具体系统，深入剖析万得资讯公司目前外部市场宏观营销环境，竞争环境等。结合SWOT模型综合分析万得资讯公司的竞争优、劣、机会与威胁。通过研究，笔者重新梳理了万得资讯公司目前组织架构，针对大数据目标市场重新建立了以大数据营销策略为基础和核心的营销战略，综合考虑市场宏观环境、微观环境以及大数据的特征对于营销战略构建所能够起到的影响，从市场环境、组织架构、策略以及营销工作流程四个方面出发来深入研究万得资讯如果要构建大数据的营销战略，制订一套具有一定可行性的营销战略，同时也为其他金融信息服务企业的营销策略构建提供借鉴和参考。
英文摘要：	Abstract In today's world,with the rapid development of Internet information technology, all kinds of information continue to affect today's marketing environment. These information have the same term - "big data". Its birth has brought a new blueprint and development to marketing. With the development of information technology, the guidance of national policies and the strong support of governments at all levels, big data has been in-depth People's daily life has even begun to subvert the operation mode of the existing industry. In this trend, financial information service enterprises should increase the research and development of emerging technologies, integrate the mining, storage, management, analysis and application of big data into their own marketing system, and build their own marketing system of external markets by mining valuable data from massive data. For enterprises, this is not only for their own development, but also to adapt to the new marketing model changes. Starting from the marketing system,this paper focuses on the impact of big data on the construction of marketing system, because usually, enterprises adjust their marketing system from the perspective of human resources to adapt to the changes of external environment. This paper takes Wind company, a well-known domestic financial data service company, as an example, analyzes the existing problems in the current marketing of Wind company and the possibility of building a big data marketing system through the analysis of its internal marketing system. On this basis, this paper uses PEST model, Porter Five Forces Model and other tools to systematically analyze the external macro marketing environment and competitive environment of Wind company. Combined with SWOT model, this paper analyzes the advantages, disadvantages, opportunities and threats of Wind company. Through the research, the author reorganizes the organizational structure of Wind company, reconstructs the marketing system with big data marketing as the core for the target market, comprehensively considers the role of the macro environment, micro environment and the characteristics of big data in the construction of the marketing system, and studies the construction of Wind from four aspects: environment, organizational structure, strategy and marketing process Big data marketing system, to develop a set of feasible marketing system, but also for other financial information service enterprise marketing system construction to provide reference and reference.
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