互联网精准营销影响因素分析及策略研究

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摘 要
数字通讯与移动科技的迅速普及，使得当前的营销市场迎来重大变革。人们 越来越关注自我、强调个性，消费者的需求呈现出多样化和分散化的趋势。传统 营销方式已经难以捕捉和满足分散的顾客需要，其作用正在随着消费者行为和心 理的改变而逐渐减弱，而营销成本却在逐年增加。因此，为了解决营销困境，顺 应互联网时代发展的精准营销应运而生。 精准营销即强调与消费者一对一的沟通，通过使用合适的营销工具，在合适 的时间将合适的信息传递给合适的人，以此来形成高精准、高效率、高回报的良 性营销体系。理论界对精准营销的研究多集中在定性分析，如概念总结、营销体 系构建、营销工具如何使用方面，本文从精准营销的影响因素出发，创新性的将 结构方程模型引入该研究之中，进行量化分析。 本研究的主要目的是：找到影响精准营销的主要因素，建立精准营销影响因 素模型，并在此模型的基础上探讨影响精准营销的主要决定因素和相互关系，为 企业营销活动，提供一定的借鉴指导。 本文所做的主要工作有： （1）通过对网络营销、精准营销等等相关文献的阅 读与梳理，小规模访谈，归纳出影响精准营销实施的四个方面因素： （2）进行了 精准营销影响因素的量表设计，预调研后形成完善的调查问卷： （ 3）运用结构方 程模型理论，提出了硬件因素、消费者因素、企业因素、工具因素、营销效果之 间的研究假设，构建了精准营销影响因素的结构关系模型； （4）根据调查问卷的 数据应用 AMOS16.0 软件对模型进行验证。 通过本次研究得出：对精准营销效果的影响程度从消费者因素、企业因素、 硬件因素到工具因素逐渐减弱，并且四个因素之间存在一定的影响关系。营销工 作能够做到精确的市场定位、正确的目标客户选择并提供有针对性的营销策略离 不开对这四个方面的综合把握。最后根据研究结论，为企业提出了相应的营销对 策，推动企业通过精准营销建立稳固的顾客关系，促进营销市场的的良性发展。
关键词：精准营销；影响因素；结构方程模型；策略机制
ABSTRACT
Currently, the marketing has been faced with a huge reform brought by the rapid popularization of digital communication and mobile technology. People are more and more self-focused and individuality emphasized, and the demand of costumers also shows the trend of diversification and decentralization. All of these makes it hard for traditional marketing model to capture and satisfy the scattered demands of customers, and with the continual change of consumer behavior and psychological, the marketing costs under traditional model is increasing year by year while marketing effect being the opposite. Therefore, in order to solve the marketing dilemma, the precision marketing fitting to the development of the Internet comes into being. Precision marketing, which uses advanced marketing tool to communicate the correct information to the right person at the right time, emphasizes one one-to-one communication with consumer, so as to form a benign marketing system with high precision, high efficiency and high returns. Theoretical study of precision marketing more concentrated on the qualitative analysis, such as the summary of concept, the building of marketing system, the instruction of the marketing tools and so on. The paper starts from the influencing factors of precision marketing, then introduce the structural equation mode conducted quantitative analysis. This main target of this paper is to find the major influencing factors to build the precision marketing influencing factor model, and then discuss the most determinant factors for precision marketing and the relationship between each factor, so as to provide a reference for corporate marketing activities. The main content of this paper is as follows: (1) Review on relevant literature about network marketing and precision marketing and summarize the influencing factors from four aspects of the implementation of precision marketing; (2) design the scale of precision marketing influencing factors, and form a complete questionnaire after pre-survey; (3) providing with research hypothesis on the relationship among hardware factors, consumer factors, business factors, tools factors and marketing effectiveness, and then using structural equation modeling theory to build the structural model for the precision marketing influencing factor; (4) inputting data from questionnaire into software AMOS16.0 to verify the model.
Through empirical analysis, we concluded that: the impact on precision marketing is decreasing progressively from the consumer factors, enterprise factors, hardware factors to instrumental factors, which are inter-related at the same time. whether the marketing can help the accurate market positioning, the choosing of target customers and the establishment of targeted marketing strategy, depends on the comprehensive effect of the four aspects. Finally, according to research findings, precision marketing could help enterprises establish appropriate marketing strategies, establish a solid customer relationships and promote the sound development of Marketing.
KEY WORDS：Precise Marketing, Influencing Factors,Structural Equation
Model ,Strategy Mechanism
目
录
第一章 绪论 .......................................................... 1 1.1 研究背景 ................................................... 1 1.2 研究目的及意义 ............................................. 2 1.3 研究方法及内容 ............................................. 3 1.3.1 研究方法 .............................................. 3 1.3.2 结构安排及技术路线图 .................................. 5 第二章 相关理论及文献综述 ............................................ 7 2.1 精准营销的理论发展 ......................................... 7 2.2 精准营销的特点及优势 ....................................... 8 2.3 精准营销的运行框架 ........................................ 11 2.4 精准营销的理论评述 ........................................ 12 2.4.1 长尾理论 ............................................. 13 2.4.2 六度分隔理论 ......................................... 13 2.4.3 口碑营销理论 ......................................... 15 第三章 精准营销在企业实施中的困境 ................................... 17 3.1 数据泛滥引起营销难题 ...................................... 17 3.2 消费者的隐私代价 .......................................... 18 3.3 适应精准营销的队伍建设滞后 ................................ 19 3.4 精准营销工具的效果被高估 .................................. 19 第四章 互联网精准营销影响因素结构关系模型的构建 ..................... 21 4.1 精准营销影响因素分析 ...................................... 21 4.1.1 硬件因素的影响 ....................................... 21 4.1.2 消费者因素的影响 ..................................... 22 4.1.3 企业因素的影响 ....................................... 22 4.1.4 工具因素的影响 ....................................... 23 4.2 研究设计 .................................................. 24 4.2.1 模型设计 ............................................. 24 4.2.2 变量选取与说明 ....................................... 26 4.3 数据的来源及处理 .......................................... 29