MBA教育中心知识库

随着互联网技术的的速发展和进步，爆发式增长的企业营销大数据正以前所未有的速度影响着商业生态。企业营销的数字化环境驱动着企业的变革，无论是企业的生产、经营、管理、服务都在巨变之中，企业需要重新定义基于大数据的商业模式，重塑营销策略，以适应巨变的市场环境和市场潮流。当前，B2B型企业正普遍面临着激烈的市场竞争、碎片化的数据信息、高成本的获客渠道、被动的运营决策、低回报的销售线索等营销困境。本研究重点探讨医疗信息化行业妇幼保健细分领域典型的 B2B 信息技术企业——江川医疗科技有限公司（以下简称：江川医疗）在营销数字化的驱动下，企业营销策略该如何优化和实施，以及针对其关系型营销的特点，如何将客户的生命周期与基于大数据的精准营销策略有机整合，以更好地适应当前的数字化营销环境，利用大数据工具开展线上线下一体化营销工作，获取新客户，服务老客户，用存量客户带动增量，实现公司营销生态的良好运营，更好地实现企业的战略目标。

本文基于对江川医疗面临的宏观、行业、产品环境及竞争能力、产品价值链分析，得出江川医疗当前市场营销策略选择的弊端，进而查找到问题产生的根源，再结合目前的大数据营销策略管理相关理论，借助营销策略现状问卷，提出以客户需求为导向制定差异化产品策略、以客户消费成本为核心制定阶梯化价格策略、以客户便利性及服务内容为核心制定精准化营销渠道策略、以客户体验为核心制定高效互动的多样化营销沟通策略等专业化大数据精准营销策略。

本研究重点解决了策略的实现问题，通过整合自营、第三方购买及行业竞品企业等方面大数据，构建大数据精准营销分析平台，实现精准市场定位，进而从客户群体、客户消费成本、营销渠道、价格策略等方面使得精准营销的具体策略落地，并为该营销策略的有效实施提供充足的保障措施，为江川医疗从营销策略选择、营销策略实施、营销策略保障措施等方面提供全套的大数据精准策略营销方案，为江川医疗在数字化转型和市场竞争日趋激烈的大背景下提供有力营销技术支撑和实践参考价值。

With the rapid development and advancement of Internet technology, the explosive growth of enterprise marketing big data is affecting the business ecology at an unprecedented rate. The digital environment of enterprise marketing drives the transformation of enterprises. Whether it 

is the production, operation, management and service of enterprises, enterprises need to redefine the business model based on big data and reshape the marketing strategy to adapt to the changing market environment and market trend. At present, B2B enterprises are generally facing marketing dilemmas such as fierce market competition, fragmented data information, high-cost customer acquisition channels, passive operational decisions, and low-return sales leads. This study focuses on the medical information industry in the field of maternal and child health segmentation typical B2B information technology enterprises-Jiangchuan Medical Technology Co., Ltd. ( hereinafter referred to as : Jiangchuan Medical ) in the marketing of digital drive, enterprise marketing strategy how to optimize and implement, and for its relationship marketing characteristics, how to customer life cycle and  based on big data precision marketing strategy of organic integration, in order to better adapt to the current digital marketing environment, the use of big data tools to carry out online and offline integrated marketing work,access to new customers, service customers, with the stock of customers to drive the incremental, to achieve good operation of the company 's marketing ecology, to better achieve the strategic objectives of the enterprise.

Based on the analysis of the macro, industry, product environment, competitiveness and product value chain faced by Jiangchuan Medical, this paper concludes the disadvantages of Jiangchuan Medical 's current marketing strategy selection, and then finds out the root causes of the problems. Combined with the current big data marketing strategy management theory, with the help of the marketing strategy status questionnaire, this paper puts forward the professional big data precision marketing strategy, such as formulating differentiated product strategy with customer demand as the guide, formulating ladder price strategy with customer consumption cost as the core, formulating precise marketing channel strategy with customer convenience and service content as the core, and formulating efficient interactive diversified marketing communication strategy with customer experience as the core.

This study focuses on solving the problem of strategy implementation. By integrating big data of self-operation, third-party purchase and competitive enterprises in the industry, a big data precision marketing analysis platform is constructed to achieve precise market positioning, and then the specific strategy of precision marketing is implemented from the aspects of customer group, customer consumption cost, marketing channel and price strategy. It also provides sufficient guarantee measures for the effective implementation of the marketing strategy, and provides a complete set of big data precision strategy marketing plan for Jiangchuan Medical from the aspects of marketing strategy selection, marketing strategy implementation and marketing strategy guarantee measures. It provides strong marketing technical support and practical reference value for Jiangchuan Medical under the background of digital transformation and increasingly fierce market competition.