Application and Influence of Big data Analysis in Marketing Strategy

Qing Liu; Hao Wan; Hongfang Yu

doi:10.54097/fbem.v9i3.9580

Authors

Qing Liu
Hao Wan
Hongfang Yu

DOI:

https://doi.org/10.54097/fbem.v9i3.9580

Keywords:

Big data analysis, Marketing strategy, Consumer insight, Personalized marketing, Target market positioning.

Abstract

This paper aims to study the application and impact of Big data analysis in marketing strategies. Through comprehensive literature review and empirical research, this paper discusses the potential value and actual effect of Big data analysis on marketing decisions. The study found that Big data analysis can provide accurate and comprehensive market insight, help enterprises better understand consumer needs and Market trend, and thus develop personalized and accurate marketing strategies. The impact of Big data analysis on marketing strategy is mainly reflected in the improvement of consumer insight, the accuracy of target market positioning and the implementation of personalized marketing. In addition, this study proposes practical significance and suggestions, including strengthening data collection and integration, establishing a data analysis team, flexibly utilizing various analysis techniques, and implementing personalized marketing strategies. However, this study also has some limitations, such as sample limitations and data reliability issues. Future research can further explore the application effect of Big data analysis in different industries and market environments, and further study its impact on different types of enterprises. This study has important practical significance for enterprises to develop more effective marketing strategies.

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