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Research on the Integration of Marketing Management and Big Data Technology

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Cyber Security Intelligence and Analytics (CSIA 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 928))

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Abstract

At present, with the development of big data, the reform and development of enterprises are facing new situations and tasks. The mode of transaction will be upgraded gradually, and there will be many flexible and independent trading modes including product + Internet + credit + futures + retail + wholesale. As a result, enterprises are facing increasing pressures in exploiting product markets and preventing business risks. At the same time, they are facing severe challenges such as the reduction of high-quality customers, the decline of market share and the loss of high-quality talents. Especially, they have put forward higher requirements and new challenges for marketing services. For enterprises, it is necessary to use big data technology to build a technical support platform for marketing services, and to analyze the characteristics and needs of marketing customers’ products, it can provide data support for the formulation of product marketing programs, and provide important data support for enterprises to seize the market and users, so as to improve the economic efficiency of enterprises, and constantly improve the level of customer service and service quality. Based on this, the research of this topic has very important practical significance.

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Acknowledgments

This research was supported by Scientific Research Project of Hubei Provincial Department of Education (Grant No. B2013209), and 2013 Wuhan Textile University Students’ Innovative Training Program (project number: 2013CXXL070).

Author information

Authors and Affiliations

  1. School of Business Administration, Qinghai Nationalities University, Xining, 810007, Qinghai, People’s Republic of China

    Dian Jia

Authors
  1. Dian Jia
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Correspondence to Dian Jia .

Editor information

Editors and Affiliations

  1. Shanghai University, Shanghai, China

    Zheng Xu

  2. University of Texas at San Antonio, San Antonio, TX, USA

    Kim-Kwang Raymond Choo

  3. University of Guelph, Guelph, ON, Canada

    Ali Dehghantanha

  4. Kennesaw State University, Marietta, GA, USA

    Reza Parizi

  5. Manchester Metropolitan University, Stockport, UK

    Mohammad Hammoudeh

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Jia, D. (2020). Research on the Integration of Marketing Management and Big Data Technology. In: Xu, Z., Choo, KK., Dehghantanha, A., Parizi, R., Hammoudeh, M. (eds) Cyber Security Intelligence and Analytics. CSIA 2019. Advances in Intelligent Systems and Computing, vol 928. Springer, Cham. https://doi.org/10.1007/978-3-030-15235-2_88

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