THE STUDY OF PRECISION
MARKETING STRATEGY OF M
COMPANY UNDER THE
BACKGROUND OF BIG DATA
A Dissertation Submitted to
Southeast University
For the Professional Degree of Master of Business Administration
BY
LI Hanyu
Supervised by
Prof. CHEN Weida
School of Economics and Management
Southeast University
March 2021
摘
要
大数据背景下M公司精准营销策略研究
研究生：李涵瑜
导师：陈伟达
东南大学
摘要
纵观现代社会的发展，不难发现紧随互联网时代而来的是大数据时代，在这个“信
息为王”的时代，人们的生活发生了翻天覆地的改变，能否熟练掌握大数据的应用已
然成为现代社会经济的新价值来源，隐藏在数据背后的是庞大的商业资本，能够为数
据使用者带来可观的经济效益。尤其是在最近几年里，电商平台的发展势头正盛，这
也使得电商数据的挖掘与营销变得愈发关键。各大电商平台及企业开始着手分析客户
的基本信息，从中挖掘出有用的信息，精准筛选客户需求，最后制定出具有针对性的
营销方案，在减少广告成本的同时也能为企业创收。综上可知，大数据在市场营销中
的应用已经成为大势所趋。
本文以M公司为研究对象，首先介绍研究背景，研究意义，国内外研究现状，研
究内容，研究方法以及技术路线图等；其次对大数据和精准营销的相关概念和理论进
行阐述，并介绍一些营销环境的分析工具，为后文的研究奠定基础；随后对M公司的
概况进行简介，通过调查问卷的方法对M公司当前营销中存在的问题进行分析，运用
PEST分析法和 SWOT分析法对当前公司精准营销环境进行分析；然后基于大数据对M
公司提出精准营销策略，借助用户画像精准定位市场，基于精准营销对M公司营销策
略进行设计，包括：以客户需求为中心的个性化产品策略、基于客户身份的差异化定
价策略、以客户内容为核心的全渠道营销策略、基于客户心理的创新促销策略和客户
分级管理与关系维护策略，最后提出了保障M公司精准营销策略有序实施的相关措施。
本文将M公司作为研究案例，基于该企业的经营现状，深入研究M公司在大数据
背景下所采用的精准营销策略，并为之提出实际可行的发展之策，以便于企业优化创
新现有的精准营销策略，提高经营业绩。此外，也能为其它类似的企业提供参考，使
其制订出行之有效的精准营销策略。
关键词大数据；精准营销；用户画像
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东南大学工商管理硕士学位论文
THE STUDY OF PRECISION MARKETING
STRATEGY OF M COMPANY UNDER THE
BACKGROUND OF BIG DATA
Written by: LI Hanyu
Supervised by: CHEN Weida
Southeast University
Abstract
Throughout the development of modern society, it is not difficult to find that following
the Internet era comes the era of big data. In this era of "information is king", lives have
undergone earth shaking changes. Whether we can master the application of big data has
become a new source of value for modern society and economy, and behind the data is huge
commercial capital, it can bring considerable economic benefits for data users. Especially in
recent years, the development momentum of e-commerce platform is flourishing, which
also makes e-commerce data mining and marketing become more and more critical. Major
e-commerce platforms and enterprises began to analyze the basic information of customers,
dig out useful information, accurately screen customer needs, and finally develop targeted
marketingprograms, whichcanreduceadvertising costsandgenerate revenuefor
enterprises. To sum up, the application of big data in marketing has become an irresistible
trend.
This article takes M company as the research object. First, it introduces the research
background, research significance, research status at home and abroad, research content,
research methods, and technical roadmap. Secondly, it explains the related concepts and
theories of big data and precision marketing, and introduces some The analysis tools of the
marketing environment lay the foundation for the following research; then an introduction to
the M company’s profile, the questionnaire method is used to analyze the current marketing
problems of the M company, and the PEST analysis and SWOT analysis methods are used to
analyze the current situation. The company’s precise marketing environment is analyzed; then
based on big data, a precise marketing strategy is proposed for M company, the market is
accurately positioned with the help of user portraits, and M company’s marketing strategy is
designed based on precise marketing, including: personalized product strategy centered on
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