大数据技术在市场营销中的应用 -计算机科学与技术专业

摘要

随着信息技术的迅猛发展，大数据技术为市场营销带来了前所未有的机遇与挑战。本研究旨在探讨大数据技术在市场营销中的应用，通过文献综述与案例分析相结合的方法，深入剖析大数据技术如何重塑市场策略、客户关系管理和精准营销模式。研究发现，大数据技术能够实现对海量消费者行为数据的实时采集与深度挖掘，为企业提供更加精准的市场细分和个性化营销方案。通过对典型企业的实证研究，揭示了大数据驱动的营销决策优化路径，包括客户需求预测、产品推荐系统构建以及营销活动效果评估等方面的应用创新。研究结果表明，基于大数据的营销模式不仅提高了营销效率，还增强了客户满意度和品牌忠诚度。本研究的主要贡献在于提出了一个系统性的大数据营销框架，该框架融合了数据获取、处理、分析及应用四个关键环节，并首次将人工智能算法应用于营销场景优化，为传统营销理论注入新的活力，为企业制定科学合理的营销战略提供了重要参考依据。同时，本研究强调了数据安全与隐私保护的重要性，呼吁建立完善的法律法规体系以保障大数据营销的健康发展。

关键词：大数据营销市场营销策略客户关系管理

Abstract

With the rapid advancement of information technology, big data technology has brought unprecedented opportunities and challenges to marketing. This study aims to explore the application of big data technology in marketing by combining literature review with case analysis, delving into how big data reshapes market strategies, customer relationship management, and precision marketing models. The findings indicate that big data technology enables real-time collection and in-depth mining of massive amounts of consumer behavior data, providing businesses with more accurate market segmentation and personalized marketing solutions. Empirical studies of typical enterprises reveal optimization paths for big data-driven marketing decisions, including innovations in applications such as customer demand forecasting, construction of product recommendation systems, and evaluation of marketing campaign effectiveness. The results show that big data-based marketing not only enhances marketing efficiency but also increases customer satisfaction and brand loyalty. The primary contribution of this study is the proposal of a systematic big data marketing fr amework that integrates four critical stages: data acquisition, processing, analysis, and application. For the first time, artificial intelligence algorithms have been applied to optimize marketing scenarios, infusing new vitality into traditional marketing theories and offering significant reference for formulating scientific and rational marketing strategies. Meanwhile, this study underscores the importance of data security and privacy protection, advocating for the establishment of comprehensive legal fr ameworks to ensure the healthy development of big data marketing.

Keyword:Big Data Marketing Market Strategy Customer Relationship Management

1绪论 1

1.1研究背景与意义 1

1.2国内外研究现状 1

1.3研究方法与技术路线 2

2大数据技术基础及营销应用框架 2

2.1大数据技术概述 2

2.2营销大数据的特征分析 3

2.3大数据驱动的营销模式构建 3

3消费者行为分析与精准营销 4

3.1消费者画像构建方法 4

3.2行为数据挖掘与预测 5