大数据时代下网络营销的现状和发展趋势.doc

大数据时代下网络营销的现状和发展趋势研究 IABSTRACT In the information society,, as the rapid development and popularization of Internet, the data is increasing exponentially. Nowdays ,the data has become one of the most valuable wealth and the enterprises and countries are scrambling for the resources。Big data has produced a great influence on all aspects of social life with both opportunities and challenges。 This paper is based on a large number of network marketing at home and abroad and research data analysis,summed up the era of big data for the effects of the network marketing and change, mainly including:more accurate description of the consumers,more subtle communication strategy, a more accurate prediction of consumer behavior and more personalized pushing service。In the future,the network will become the main battlefield of the marketing, and data can play more important role.How to collect and analyze the data better and faster, which becomes a problem for network marketing。 As Big data is just in its infancy, the domestic for its use also is still in exploration phase。 For network marketing,this stage is not very good use of big data for its services,Internet marketing is also lack of personalized, accuracy。 Although there is insufficient place, but the era of big data,network marketing will also presents new characteristics and trends。Including the network marketing around data to carry out "let the data voice" has become a consensus; Secondly,the accurate marketing will become the sword of the future network marketing; Thirdly,personalized marketing will become the core competitiveness of network marketing。 Keyword: Big dataNetwork marketingPersonalizedPrecisionII目 录 摘 要I ABSTRACT. II 目 录III 1 绪 论1 1.1 研究背景和意义1 1.2 文献综述. 2 1.3 研究方法. 4 2 “大数据”概述..6 2.1 何为“大数据” 6 2.2大数据的特征. 7 2.3 大数据时代的机遇和挑战10 3 大数据对网络营销的影响.14 3.1 大数据使网络营销成营销主战场 14 3.2 大数据使网络营销目标受众更精确17 3.3大数据使网络营销传播策略更个性化18 3.4大数据使网络营销消费行为预测更准确. 19 3.5大数据时代下腾讯网