大数据背景下的华为手机营销策略研究

论文总字数：28855字

摘 要

随着移动互联网的不断发展普及，网络无时无刻的在影响着社会经济的发展以及我们的生活，甚至是带动了整个国家的发展。在互联网时代下，大量的信息不断涌现，而怎样从这些信息中掌握关键有用的信息并加以利用，是体现大数据其价值最好的表现。华为手机在这背景下应运而生，自身所拥有的高性能以及良好的服务等得到了许多人的认可，华为手机的成功与自身的高性能息息相关，但同时也在于通过互联网，从中更好的实行大数据的精准营销。本文把华为手机当作具体的研究对象，通过互联网时代，大数据背景下，把华为手机大数据精准营销作为主要的研究点。从中明确华为手机大数据营销中所面临的机遇以及挑战，更好的实行精准营销。同时明确在营销中所出现的问题，并对这些问题进行实施相应的对策建议。

研究表明，大数据营销的关键是从大量的信息中实行精准的数据挖掘，并进行大数据精准营销。

关键词：互联网，大数据，华为手机，精准营销

Abstract

With the continuous development and popularization of the mobile Internet, the network affects the social and economic development and our life all the time, and even drives the development of the whole country. In the Internet era, a large number of information is emerging, and how to grasp the key useful information from these information and make use of it is the best performance to reflect the value of big data. In this context, Huawei mobile phone came into being, and its high performance and good service have been recognized by many people. The success of Huawei mobile phone is closely related to its high performance, but also lies in the better implementation of big data precision marketing through the Internet.In this paper, Huawei mobile as a specific research object, through the Internet age, under the background of big data, Huawei mobile big data precision marketing as the main research point. We should make clear the opportunities and challenges faced by Huawei mobile phone big data marketing, and better implement precision marketing. At the same time, the problems in marketing are clarified, and the corresponding countermeasures and suggestions are put forward.

Research shows that the key of big data marketing is to implement accurate data mining from a large amount of information and carry out big data precision marketing.

Key words: Internet, big data, Huawei mobile phone, precision marketing

目 录

摘要.......................................................................................................................I

Abstract.................................................................................................................II

目录.......................................................................................................................Ⅲ

第1章 绪论...........................................................................................................1

1.1 选题背景..................................................................................................1

1.2 研究目的..................................................................................................3

1.3 研究意义..................................................................................................3

1.4 国内外研究现状......................................................................................4

1.4.1 大数据的研究现状及发展趋势.......................................................4

1.5 整体研究思路和论文框架......................................................................4

1.5.1 整体研究思路...................................................................................5

1.5.2 论文整体流程框架...........................................................................5

第2章 相关知识基础理论...................................................................................6

2.1 大数据的定义..........................................................................................6

2.1.1 大数据的定义...................................................................................6

2.1.2 大数据的特点...................................................................................6

2.1.3 大数据的结构类型...........................................................................6

2.2 大数据营销的基础理论..........................................................................6

2.2.1 大数据营销的内涵及特征...............................................................6

2.2.2大数据营销 D．I．E．T...................................................................7

2.3 大数据营销的应用价值..........................................................................8

2.3.1促进企业提高营销效率....................................................................8

2.3.2 提升顾客体验，满足顾客需求 .....................................................9

2.3.3促进营销平台的交互........................................................................9

第3章 大数据背景下华为手机的营销环境分析...............................................10

3.1华为手机简介..........................................................................................10

3.2 华为手机SWOT 分析............................................................................12

3.2.1 优势分析..........................................................................................12

3.2.2 劣势分析......................................................................................... 13

3.2.3 机会分析......................................................................................... 14

3.2.4 威胁分析......................................................................................... 15

3.3华为手机 SWOT 分析的结论.................................................................15

1. 华为手机大数据精准营销策略分析.......................................................16

4.1华为大数据营销.......................................................................................16

4.1.1企业内部的整体销售数据................................................................16

4.1.2华为外部顾客消费信息数据............................................................16

4.2华为手机大数据营销的过程...................................................................16

4.2.1基础层次数据的建立........................................................................16

4.2.2精准化的数据....................................................................................16

4.2.3全面覆盖的顾客行为........................................................................17

4.2.4大数据营销产品的补给....................................................................17

4.3华为手机大数据精准营销实践...............................................................17

4.3.1基于差异化的大数据营销................................................................17

4.3.2基于社会网络的大数据营销............................................................18

4.3.3 基于顾客参与的大数据营销...........................................................20

4.3.4基于关联产品的大数据营销............................................................20

第5章华为手机大数据营销应用存在的问题和建议..........................................22

5.1 华为手机大数据营销应用存在的问题...................................................22

5.1.1 大数据质量还有待提高................................................................... 22

5.1.2 实际营销效果低于预期....................................................................22

5.1.3 用户隐私与安全受到威胁................................................................22

5.2 华为手机大数据营销的对策建议...........................................................23

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