数据库营销是市场营销学的一个重要概念,即利用一个企业或部门在其经营过程中形成的各种数据库、通过对其进行加工处理来获取制订营销策略所需要的信息,并在此基础上制定相应的营销策略。面临同质化的激烈竞争和买方市场的长期格局,国内不少企业如海尔等纷纷采用了数据库营销的策略。相对来说,传媒借助这个 Marketing database marketing is an important concept, that is, the use of a business or department in its business process of forming a variety of databases, through its processing to obtain the information necessary to develop marketing strategies, and on this basis Corresponding marketing strategy. Faced with the fierce competition for homogenization and the long-term pattern of the buyer’s market, many domestic enterprises such as Haier have adopted the strategy of database marketing. Relatively speaking, the media use this