I 摘要 近年来，伴随着快捷支付方式对人们日常消费支付习惯的影响，快捷支付企 业迎来了快速的发展机会。然而，快捷支付欧亿·体育（中国）有限公司中存在的两极分化情况，也给中 小规模快捷支付企业通过合理的市场营销策略吸引市场消费者，以此提升市场竞 争力提出了要求。于是，大数据市场营销策略由于能够通过数据获取与分析，挖 掘潜在市场消费者，而受到很多企业的青睐。 本文以YJF快捷支付公司的SCL快捷支付产品制定大数据市场营销策略为例， 在相关理论与研究综述的基础上，首先分析了YJF快捷支付公司及SCL快捷支付 产品的营销现状问题，认为政策支持带来的良好政治环境，经济发展带来的经济 环境，支付习惯以及社会接受度提升的社会环境，技术进步带来的技术环境为YJF 快捷支付公司实施大数据市场营销策略提供了良好的外部环境，但也需要重视支 付欧亿·体育（中国）有限公司中存在的明显两极分化产生的欧亿·体育（中国）有限公司竞争，以及相对弱势的议价能力产生的 影响，但其内部环境也能够为制定大数据市场营销策略提供帮助，因此YJF快捷 支付公司具有实施大数据市场营销的必要性。于是，本文分析了YJF快捷支付公 司潜在客户市场需求的流程以及潜在商家客户的需求，认为可以将潜在商家客户 分类为当前没有使用快捷支付产品的客户、对当前快捷支付产品设备不满意的客 户、对当前快捷支付产品费率不满意的客户。进一步，本文提出了YJF快捷支付 公司潜在客户市场营销策略构建内容，并针对市场营销的效果进行了分析，指出 YJF快捷支付公司所面对的目标市场为地处一二线与三四线城市的、对POS终端 设备具有需求的中小规模商家客户，市场定位为为通过免费赠送移动支付终端 POS支付设备的方式，吸引商家客户的使用，并通过商家客户在长期使用过程中 的手续费获利，潜在客户市场营销策略包括免费赠送快捷支付终端设备的产品策 略、分类收取手续费的价格策略、以电话营销为主的渠道策略、多途径宣传的促 销策略，并发现当前的市场营销策略获得了较为良好的效果。 关键词：大数据，市场营销，精准营销，快捷支付 ABSTRACT II ABSTRACT In recent years, with the impact of fast payment methods on people's daily consumption and payment habits, fast payment enterprises have ushered in rapid development opportunities. However, the polarization in the fast payment industry also requires small and medium-sized fast payment enterprises to attract market consumers through reasonable marketing strategies in order to enhance market competitiveness. As a result, the big data marketing strategy is favored by many enterprises because it can mine potential market consumers through data acquisition and analysis. Therefore, this article takes YJF Express Payment Company's SCL Express Payment Products as an example to formulate big data marketing strategy. In the review of relevant theories and research, it also analyzes YJF Express Payment Company, SCL Express Payment Products and their marketing situation, the basic situation and marketing environment of YJF Express Payment Company, the current situation and necessity of big data marketing of YJF Express Payment Company, and the big data analysis of market demand of YJF Express Payment Company, so as to analyze the big data accurate marketing strategy of YJF Express Payment Company and analyze the implementation effect of corresponding marketing strategy. This study found that: First of all, this paper analyzes the marketing environment of YJF Express Payment Company. It holds that the favorable political environment brought by policy support, the economic environment brought by economic development, the social environment brought by payment habits and the improvement of social acceptance, and the technological environment brought by technological progress provide a favorable external environment for YJF Express Payment Company to implement its big data marketing strategy, but it also needs to pay attention to the industry competition caused by obvious polarization in the payment industry. And the impact of relatively weak bargaining power, but its internal environment can also help to formulate big data marketing strategies, so YJF Express Payment Company has the necessity to implement big data marketing. Secondly, the process of big data market demand of YJF Express Payment Company and the demand of potential merchant customers are analyzed. It is believed that potential merchant customers can be classified as customers who do not currently use express payment products, customers who are not satisfied with the ABSTRACT III current express payment product equipment, and customers who are not satisfied with the current express payment product rate. Furthermore, this paper analyzes the construction of YJF Express Payment Company's big data marketing strategy. On the basis of market segmentation and target market definition, it is believed that the target market YJF Express Payment Company faces is small and medium-sized merchant customers who are located in tier 1, tier 2 and tier 3 and tier 4 cities and have demand for POS terminal equipment. The market positioning is to attract the use of merchant customers by giving away POS payment equipment for mobile payment terminals free of charge. And profit from the handling fees of merchants and customers in the long-term use process. Big Data marketing strategies include the product strategy of giving away free and quick payment terminal equipment, the price strategy of collecting handling fees by category, the channel strategy mainly based on telemarketing, and the promotion strategy of multi-channel publicity. Finally, this paper analyzes the effect of big data marketing of YJF Express Payment Company, and believes that the current marketing strategy has achieved relatively good results. Key Words: Big Data, Marketing, Precision Marketing, Quick Payment 目录 IV 目录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景与意义 ................................................................................................ 1 1.1.1 研究背景 .................................................................................................. 1 1.1.2 研究意义 .................................................................................................. 6 1.2 主要研究内容 .................................................................................................... 7 1.3 研究思路与研究方法 ........................................................................................ 8 1.3.1 研究思路 .................................................................................................. 8 1.3.2 研究方法 .................................................................................................. 9 第二章 相关理论与方法 ............................................................................................... 11 2.1市场营销概念 .................................................................................................... 11 2.2市场营销理论 ................................................................................................... 12 2.2.1 市场细分理论 ........................................................................................ 12 2.2.2 4P市场营销理论 .................................................................................... 14 2.3 大数据特征及信息含量 .................................................................................. 15 2.4大数据信息含量的挖掘方法 ........................................................................... 16 2.5 大数据市场营销策略 ...................................................................................... 17 2.6快捷支付企业的文献综述 ............................................................................... 19 2.6.1 第三方支付企业市场营销策略 ............................................................ 19 2.6.2快捷支付企业市场营销策略 ................................................................. 20 第三章 YJF快捷支付公司市场营销环境与营销现状分析 ...................................... 22 3.1 YJF快捷支付公司及SCL快捷支付产品简介 .............................................. 22 3.1.1 YJF快捷支付公司简介 .......................................................................... 22 3.1.2 SCL快捷支付产品简介 ......................................................................... 24 3.2 YJF