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论文编号：	8748
作者编号：	2120142786
上传时间：	2016/12/7 22:28:03
中文题目：	基于大数据的百度客户解决方案研究
英文题目：	Research on BaiDu Customer Solution Based On BigData
指导老师：	任星耀
中文关键字：	客户解决方案，关键时刻营销，百度，大数据，SIVA
英文关键字：	Customer Solution, Marketing at Crucial Moments, Baidu, BigData, SIVA
中文摘要：	数字信息社会时代的到来，人们生活的外部环境和思维方式正在发生若干变化，同时人们的消费观念也在不断转变。科技为消费者开拓了更加丰富的视野，而且也在显著强化着人们的消费自主意识。数据对于当代社会而言，已经成为一种新的经济资产，如同专利等非实体资产一样，越来越被用户和企业重视起来。数据已成为社会和个人的信息载体，被运用到多个方面，像云计算、物联网等技术，同时数据也为互联网时代的数字营销打开了新的思路。本文通过理论与实际案例相结合的方式，主要介绍了大数据的定义、特征与营销价值，以及市场营销的新型SIVA理论和关键时刻营销的核心内容，简要概述了大数据的现状和发展趋势，并针对国内BAT为代表的互联网企业进行大数据策略的比较型论述。进而展开论述基于大数据的百度客户解决方案的关键时刻客户解决方案，然后运用百度客户解决方案分别概述沃尔沃和海飞丝两个成功的实践案例。最后分别从技术手段、用户体验管理和内部组织、人员三个方面，分析百度客户解决方案的实施保障。通过对基于大数据的百度关键时刻客户解决方案的研究，总结出大数据时代下的互联网平台客户解决方案的方法。
英文摘要：	In Digital Age, the style of people’s life of thinking has been undergoing a series of changes which, in the meantime, contribute to the relatively great change in their concept of consumption. It grants consumers much wider field of vision as well as improves their independent consciousness. As a consequence, consumers are more inclined to purchase brands and products that are more concerned by society, and they will express their viewpoints based on the information. Data, under the modern social environment, have been turned into a kind of new economic assets. Like the intangible assets such as patents, they have been gradually and increasingly emphasized by enterprises and clients. In fact, data have become the main body of information carrier and have been applied into different aspects of life such as artificial intelligence, web of things. At the same time, data can lead a promising direction in digital marketing of the Internet Age. This paper, in terms of combining theory and case study, mainly presents the definition, the feature of BigData and its marketing value as well as new SIVA theory of marketing and the core content of Marketing at Crucial Moments. It also gives a brief overview of the current situation and developing trend of BigData, and in allusion to Internet enterprises such as BAT’s BigData strategies. Then, the paper further discusses the function and customer analysis of Baidu Customer Solution based on BigData, summarizes and classifies three major marketing relationships at the critical moment. Subsequently, in view of the program of Baidu Moment Marketing, it makes a summary of two successful cases of Volvo and Head-and-Shoulders respectively and also analyzes and comments on this marketing methods. In the end, from three respects (i.e., technological devices, customer experience management and internal organization as well as personnel), the author makes an analysis of implementing guarantee of Baidu Customer Solution. According to the research of Baidu Customer Solution Marketing at Crucial Moments, the author summarizes Internet marketing methods at the critical moment in the Age of BigData so as to provide efficient and intelligent marketing services to managers.
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