(I) The meaning of precision marketing
Precision marketing is to carry out targeted product marketing based on customer preferences on the basis of fully understanding customer information. After mastering certain customer information and market information, it combines direct marketing with database marketing. It is a new marketing trend: market segmentation is carried out according to the concept and structural framework of refined targeted marketing (Precise Marketing), helping enterprises gain competitive advantages in the fierce market competition. At present, more and more companies use the marketing model of “precision marketing” to accurately find the needs of target customers and thus narrow the distance between themselves and specific customers.
(II) The core idea of precision marketing
The meaning of precision is accurate, precise and measurable. The deep-level implication and core idea of precision marketing include the following aspects.
①Precision marketing breaks through the limitations of traditional marketing that can only be qualitatively positioned through quantifiable and accurate market positioning technology. Only by accurately distinguishing the market can effective market product and brand positioning be guaranteed.
② Precision marketing uses advanced database technology, network communication technology, modern highly decentralized logistics and other technologies and means to ensure long-term personalized communication with customers, so that marketing can meet the precise requirements of measurability and controllability. It breaks away from the high cost constraints of traditional advertising communication, making it possible for enterprises to grow rapidly at low cost.
③ The systematic means of precision marketing maintain close interactive communication between enterprises and customers, thereby continuously meeting the individual needs of customers, establishing a stable group of loyal customers, and realizing the chain reaction of customers, thereby achieving the goal of long-term stable and rapid development of enterprises.
④ Precision marketing uses modern and efficient logistics to free enterprises from complicated intermediate channel links and dependence on traditional marketing modular marketing organizations, realizes personalized care, and greatly reduces marketing costs.