摘要
大数据作为当今社会经济发展的大环境,已成为大型企业创新变革的重要机遇。而相关行业的中小企业获取数据资源能力弱,转化应用大数据的能力差。因此,中小企业应该提升大数据技术在管理中的应用能力,运用大数据建立以社会化客户关系为根基的营销模式,探索多种营销模式整合升级的可行性。
Today5s society and economy cannot develop without big data, which has become an important factor in promoting the innovation and reform of large enterprises. However, SMEs can hardly get full access to all the data resources and they are relatively weak in utilizing and applying big data. The author suggests that SMEs should improve the ability to apply big data technology in their management, use big data to build up a marketing mode based on social customer relationship and explore the possibility to integrate as well as upgrade multiple marketing modes.
基金
福建省教育厅中青年教师科研课题(JAS150934)
关键词
大数据
中小企业
营销模式
社会化客户关系
big data
small and medium-sized enterprises
marketing mode
social customer relationship
