I 摘要 二十一世纪已然马上要进入第三个十年，太多的热门理论、热点技术在这二 十年间席卷了各行各业，不断颠覆行业的生存状态和营销格局，深刻影响和改变 着每个企业的命运。回望过去与展望未来，有一个概念或者技术已经成为了大部 分行业中的翘楚企业的特征属性，那就是“大数据”。数据驱动下的企业营销， 可以超前把握消费者需求，可以快速匹配消费者需求，可以为顾客提供持续的价 值服务。对于以市场为导向的逐渐被以提升消费者价值为导向的营销理念来说， “大数据”无疑是让营销更加精准的有力抓手。特别是在同质化竞争激烈的运动 品零售行业中，消费者已经取代产品、渠道，成为企业营销的第一对象。 奥龙世博处在运动品经销商这个细分行业，如今流通货品、提供消费场景、 提供买卖服务的功能已经变为经销商的基础功能，竞争市场份额的决定因素也由 货品转化为消费者。笔者认为经销商不再仅仅是传统意义上的货品销售商，而是 消费者的需求服务商。 本文以大数据理论和精准营销理论为根本，在充分调研和掌握奥龙世博运营 现状的基础上，研究奥龙世博的营销环境，通过SWOT模型解分析提炼出奥龙世 博的战略建议。在研究奥龙世博的精准营销现状时，发现如下影响能否实现精准 营销模式、制定正确精准营销策略、保证精准营销效果的问题：1、缺乏对于商 品流通的数据监控；2、实体店铺没有设备可以准确记录客流量、顾客活跃区域 和试穿转化情况；3、奥龙世博一直没有设立企划部或者精准营销部进行专业的 品牌宣传和会员营销工作；4、大多数企业员工没有大数据思维和精准营销概念， 同时运营管理与时代脱节，对于流量和会员的价值没有正确认知；5、导购人员 缺乏教育培训和制度约束，服务营销意识淡漠；6、缺少大数据精准营销人才。 针对以上问题，提出了对应的解决优化方案。包括： 1、在供应链、销售渠道及销售场景、会员链路三个业务流程中，建立支持 大数据精准营销的完整信息化系统体系； 2、从组织架构、沟通协调机制、人力资源配套、智库及培训、激励政策和 品牌形象等六个方面，建立支持大数据精准营销的企业保障体系； 3、通过对不同业务流程中采集的海量数据进行营销关联分析，制定更加符 合企业运营情况、覆盖企业所有业务的精准营销策略。 摘要 II 关键词：大数据；奥龙世博公司；精准营销；策略 Abstract III Abstract The21stcenturyisabouttoenterthethirddecade.Toomanyhottheoriesand hottechnologieshavesweptallwalksoflifeinthese20years,constantlysubverting theindustry'ssurvivalstatusandmarketingstructure,deeplyaffectingandchanging eachThefateofthebusiness.Lookingbackonthepastandlookingintothefuture, thereisaconceptortechnologythathasbecomeacharacteristicattributeofthe leadingcompaniesinmostindustries,andthatis"bigdata".Data-drivencorporate marketingcangraspconsumerneedsaheadoftime,canquicklymatchconsumer needs,andcanprovidecustomerswithcontinuousvalueservices.Forthe market-orientedmarketingconceptthatisgraduallybeingguidedbythepromotionof consumervalue,"bigdata"isundoubtedlyapowerfulgrasptomakemarketingmore accurate.Especiallyinthehomogeneousandcompetitivesportsretailindustry, consumershavereplacedproductsandchannelsandbecomethefirsttargetof corporatemarketing. Orientsportislocatedinthesportsgoodsdealersegment.Nowadays,the functionsofcirculatinggoods,providingconsumptionscenarios,andproviding buyingandsellingserviceshavebecomethebasicfunctionsofdealers.The determinantsofcompetingmarketsharehavealsobeentransformedfromgoodsto consumers.Theauthorbelievesthatthedealerisnolongerjustasellerofgoodsinthe traditionalsense,butaconsumerserviceprovider. Basedonthetheoryofbigdataandprecisemarketingtheory,thisarticle researchesandunderstandsthemarketingenvironmentofOrientsportonthebasisof fullyinvestigatingandmasteringthecurrentoperatingconditionsofOrientsport. ThroughSWOTmodelsolutionanalysis,thestrategicrecommendationsof Orientsportarerefined.Whenstudyingthecurrentstatusofprecisionmarketingatthe Orientsport,Ifoundthefollowingissuesthataffecttheabilitytoachieveaprecise marketingmodel,formulateacorrectandprecisemarketingstrategy,andensurethe effectivenessofprecisemarketing:1.Lackofdatamonitoringforthecirculationof goods;2.NoequipmentinphysicalstoresItcanaccuratelyrecordtheflowof customers,customeractiveareasandtry-onconversions;3.TheOrientsporthasnot setupaplanningdepartmentorprecisionmarketingdepartmentforprofessional brandpromotionandmembershipmarketingwork;4.Mostcompanyemployeesdo nothavebigdatathinkingandTheconceptofprecisionmarketing,atthesametime theoperationmanagementisoutoftouchwiththetimes,doesnothaveacorrect Abstract IV understandingofthevalueoftrafficandmembers;5.Shoppingguideslackeducation andtrainingandinstitutionalconstraints,andservicemarketingawarenessis indifferent;6.Lackofbigdataprecisionmarketingtalent. Aimingattheaboveproblems,acorrespondingsolutionoptimizationschemeis proposed.include: 1.Inthethreebusinessprocessesofsupplychain,saleschannelsandsales scenarios,andmemberlinks,establishacompleteinformationsystemsystemthat supportsaccuratemarketingofbigdata; 2.Fromthesixaspectsoforganizationalstructure,communicationand coordinationmechanism,supportinghumanresources,thinktanksandtraining, incentivepoliciesandbrandimage,establishanenterprisesecuritysystemthat supportsaccuratemarketingofbigdata; 3.Basedonthemarketingassociationanalysisofthemassivedatacollectedin differentbusinessprocesses,formulateaprecisemarketingstrategythatismorein linewiththeoperationoftheenterpriseandcoversallthebusinessoftheenterprise. KeyWords:Bigdata;OrientsportCo.;Precisionmarketing;Strategy 目录 V 目录 目录 摘要..................................................................................................................................................I Abstract............................................................................................................................................III 目录....................................................................................................................................V 第一章绪论.......................................................................................................................................1 第一节研究背景及意义...........................................................................................................1 一、研究背景.....................................................................................................................1 二、研究意义.....................................................................................................................1 第二节技术路线和研究方法...................................................................................................4 一、技术路线.....................................................................................................................4 二、研究方法.....................................................................................................................4 第三节研究内容及创新点.....................................................................................................6 一、研究内容.....................................................................................................................6 二、创新点.........................................................................................................................7 第二章大数据背景下企业精准营销相关文献及理论评述........................................................9 第一节国内外相关研究动态...................................................................................................9 第二节基础理论评述.............................................................................................................14 第三章奥龙世博公司精准营销现状及问题分析......................................................................17 第一节奥龙世博公司概况.....................................................................................................17 一、公司简介...................................................................................................................17 二、公司运营现状...........................................................................................................18 三、公司精准营销相关工作开展情况..........................................................................20 第二节奥龙世博公司营销面临的经营环境分析................................................................21 一、奥龙世博所处行业、品牌公司