大数据驱动的消费市场的全景响应式营销管理与决策研究

在大数据时代，作为中国经济主要推动力的消费市场面临着巨大挑战，消费行为日益个性化、场景化和移动化，经典的管理者驱动的控制型营销管理与决策模式难以适应，需要利用大数据赋能来构建以市场为中心的顾客驱动的全景式响应型营销管理与决策体系。结合已有的领域知识，本项目基于“用户-产品-场景”三元交互的复杂网络模型来构建消费市场大数据体系，并提出“原生-类别-内隐”的三层标签知识体系，来实现对消费市场的“全景式洞察-智能化响应-持续性迭代”的响应型营销服务支持模式，实现传统制造企业的营销管理决策升级。为了解决消费市场个体数据的缺失性和降低个性化营销的繁杂性，本项目利用三元交互网络的群体性和群内偏好的相似性，从中观群体切入来实现立足个体和兼顾整体的全景式洞察；同时，利用用户创造内容作为语料，并结合营销领域知识来智能化生成响应型策略库；最后，利用地理信息蕴含的场景化特征，来协同响应策略的执行与迭代优化。

In the era of big data, there exists tremendous challenge in the consumers market, which is the major driving force for Chinese economy. Previous years have witnessed an increasing trend of individualization and mobilization in consumption behavior, which critically depends on different scenarios. Classic marketing management and decision system, controlled by managers, has a demanding time in adapting to these changes. This calls for building a panoramic and prescriptive marketing management and decision system that is customer centered and empowered by big data. Drawing from previous knowledge, this project utilizes complex network model that features the “user-product-situation” tri-interaction and establishes consumers market big data system. Furthermore, we propose a three-layered knowledge tag system that includes “original-categorized-implicit” and intend to generate panoramic insights, intelligent response and continuous iteration to build a prescriptive marketing and service support system, which upgrades the marketing management in traditional manufacturing firms. To address the issue of missing individual data in consumers market and reduce the complexity of targeted marketing, this project takes the approach of medium level of groupment and similarity of within group preference, which undertakes the panoramic viewpoint of both individuals and entire group. Furthermore, we treat user-generated content as corpus and integrate marketing expertise to formulate intelligent database of prescriptive strategy. Eventually, we will take advantage of rich scenario attributes embedded in geographical information to implement and iterate synergistic prescriptive marketing strategy.