“大数据”在卷烟营销中的应用研究

摘要

Precision marketing in big data era has been widely concerned by the cigarette enterprises because of its precise and fast characteristics. This paper describes the connotation and value characteristics, development status of big data marketing and large data precision marketing, ifnally studys cigarette precision marketing model based on the big data background, discusses from the segments of precision marketing model design, function module set meter, brand cultivation and promotion design and cigarette logistics distribution in big data era.%大数据时代的精准营销因其精准和快速的特点在卷烟企业中得到了广泛的关注。文章主要介绍了大数据营销的特点、发展现状以及大数据精准营销的内涵及其应用价值，最后基于大数据时代背景对卷烟精准营销模式展开了研究，从精准营销模式的市场细分设计、功能模块设计、品牌培育和推广设计以及“大数据”卷烟物流配送方面展开了讨论。