大数据背景下7-ELEVEN连锁便利店精准营销策略研究

Study on precision marketing strategy of 7-ELEVEN chainconvenience store in the background of big dataAbstractChain sales is the most popular mode of enterprise expansion in the world today,and it is anefficient way of operation.But at present,some chain retail enterprises are faced with someoperational problems,and lack of reasonable precision marketing strategy to promote theirbusiness development.For this reason,this paper takes 7-ELEVEN chain convenience store as anexample,and analyzes its environment in precision marketing from the perspective of big data,and expounds the present situation of precision marketing from four aspects:product,price,channel and promotion.And found its shortcomings,including precision marketing awareness isinsufficient,big data technology and precision marketing integration is not deep,precisionmarketing complex talent,precision promotion is weak.Finally,according to its shortcomingsfrom the precision of its products,prices,channels and promotion four aspects to put forward areasonable precision marketing strategy,with the help of big data development advantages andcharacteristics to improve the precision marketing strategy of 7-ELEVEN chain conveniencestores,so as to effectively improve the marketing level of 7-ELEVEN chain convenience stores.Keywords:big data era;retail;7-ELEVEN chain convenience stores;precision marketing;strategy