摘要
摘要
随着我国各行各业信息化建设的不断发展，人工智能、大数据、云计算等字
眼开始席卷网络平台，这也意味着人类历史上以信息化发展为载体的第四次工业
革命的到来，各行各业实物向数据的模式转化呈现出快速增长的趋势。特别是在
教育培训行业，以移动端为核心的碎片化、个人化、定制化内容模式成为日益重
要的信息传播载体和变现模式，并在潜移默化中改变着人们以往的消费模式及生
活方式。以往的销售模式在网络时代的发展下已经逐渐退出历史舞台，大数据的
不断发展也给现代企业的营销方式带来了重大的变革，这一技术范式变迁对教育
培训行业增强客户黏性提出了新的挑战。
本文以北京 FC金融教育培训公司为案例，聚焦金融培训服务机构在数字化
时代如何实现精准化营销，在依据精准营销理论的基础上，采用问卷调查的研究
方法，从场景洞察、场景连接、场景服务和场景治理四个维度对大数据和移动电
子设备新媒体并行时代下消费行为与营销模式进行深入梳理和讨论，旨在厘清大
数据时代下第三方金融培训教育行业精准营销的模式特点、发展现状与趋势。研
究结果发现 FC公司金融服务精准化营销现状中场景治理和场景洞察仍旧处于薄
弱阶段。存在场景洞察不够精准、场景连接敏捷度与便捷度不成熟、场景服务定
制化水平需提升、场景治理有较大的优化空间等问题。同时，本文基于理论探索
和问卷数据结果从“供给端 -消费端”等跨层次多元角度对基于大数据背景下第
三方金融培训公司如何实现精准化营销提供策略优化组合建议。这一探索不仅是
对新时代客户关系管理研究的贡献，也有利于为我国现代金融服务体系数字化探
索提供经验，同时将推进数字中国战略产生积极影响。
关键词：大数据；精准营销；场景理论；教育培训；第三方金融培训
论文类型：应用研究
选题来源：自选课题
I

ABSTRACT
ABSTRACT
With the technological progress and extensive empowerment of information
technology in the fourth industrial revolution represented by artificial intelligence,
Internet of things and big data, the data of traditional industries show an exponential
blowout trend. Especially in the education and training industry, the fragmented,
personalized and customized content model with the mobile terminal as the core has
become an increasingly important information dissemination carrier and realization
model, deeply reshaping the current consumer preferences and behavior habits. The
traditional data thinking has been unable to meet the needs of the times. Under the
background of big data, the marketing mode is bound to change significantly. This
change of technical paradigm poses a new challenge to the education and training
industry to enhance customer stickiness.
Taking Beijing FC financial education and training company as an example, this
paper focuses on how financial training service institutions realize precision marketing
in the digital era. By constructing precision marketing theory and questionnaire survey
method under the background of big data drive, from scene insight, scene connection
From the four dimensions of scene service and scene governance, this paper deeply
combs and discusses the consumption behavior and marketing mode in the era of new
media parallel of big data and mobile electronic devices, in order to clarify the mode
characteristics, development status and trend of precision marketing in the third-party
financial training and education industry in the era of big data. At the same time, based
on theoretical exploration and questionnaire data results, this paper provides strategy
optimization suggestions on how to realize precision marketing for third-party
financial training companies under the background of big data from the perspective of
"supply end consumer end". This exploration is not only a contribution to the research
of customer relationship management in the new era, but also conducive to providing
experience for the digital exploration of China's modern financial service system. At
the same time, it will promote the digital China strategy and have a positive impact.
III

ABSTRACT
KEY WORDS： Big data; precision marketing; scenario theory; education and
training; third-party financial training
Dissertation type：Research
Subject source：School self-selected subject
IV
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