With the development of big data, enterprises pay more and more attention to the development and application of data, thus gaining more market opportunities. On the one hand, big data can significantly improve the accuracy and timeliness of enterprise data; In addition, it can also reduce the transaction friction cost of enterprises; More crucially, big data can help enterprises analyze a large amount of data, further explore opportunities in market segments, and ultimately shorten the product development time of enterprises, enhance the innovation of enterprises in business models, products and services, greatly improve the business decision-making level of enterprises, and reduce business risks.
First, big data helps enterprises explore market opportunities and explore market segments.
Big data can help enterprises analyze a large amount of data to further explore market opportunities and market segments, and then take unique actions for each group. To obtain good product concepts and ideas, the key lies in how to collect consumer-related information, how to obtain trends and dig out product concepts that people may consume in the future. Deconstruct the consumer's lifestyle, and analyze the consumer's life password in an innovative way, so that the product development that conforms to the consumer's future lifestyle is no longer a problem. If you know the consumer's password, you will know the real demand behind it. Big data analysis is the best way to discover new customer groups, determine the best suppliers, innovate products and understand the seasonality of sales.
Under the background of digital revolution, the challenges to enterprise marketers are from how to find people who need enterprise products to how to find their needs in different time and space; From the past, the communication information and communication methods with this group of people were single or scattered, to how to communicate with this group of people immediately, respond immediately and solve their needs immediately, and at the same time establish a deeper relationship of mutual trust, win-win and trust between partners in addition to the trading relationship between products and consumers.
The high-density analysis of big data can significantly improve the accuracy and timeliness of enterprise data; Big data can help enterprises analyze a large amount of data, further explore opportunities in market segments, and ultimately shorten the product development time of enterprises, enhance the innovation of enterprises in business models, products and services, and greatly improve the management decision-making level of enterprises. Therefore, big data is conducive to enterprises to explore and open up new market opportunities; It is beneficial for enterprises to make rational use of various resources to reach the target market; Conducive to the formulation of accurate distribution strategies; It is conducive to adjusting the marketing strategy of the market and greatly reducing the business risks of enterprises.
Enterprises can draw a "digital silhouette" for each user by making use of users' access behavior preferences on the Internet, provide accurate services for user groups with similar characteristics, meet users' needs, and even tailor-made for each customer. This change will greatly reduce the communication cost between enterprise products and end users. For example, an airline is interested in people who have never flown (the subdivision standard is customer experience). People who have never flown can be divided into those who are afraid of flying, those who are indifferent to flying and those who have a positive attitude towards flying (the subdivision standard is attitude). Among those who have a positive attitude, there are also people with high income and flying ability (the subdivision standard is income ability). Therefore, the airline focuses on developing high-income groups who have a positive attitude towards flying but have not yet flown. Through the tailor-made and precise marketing of these people, good results have been achieved.
Second, big data improves decision-making ability.
At present, enterprise managers still rely more on personal experience and intuition to make decisions than on data. In the era of limited information, high acquisition cost and not being digitized, it is understandable for people in high positions to make decisions, but in the era of big data, data must be allowed to speak.
Big data can effectively help users in various industries make more accurate business decisions, thus achieving greater business value. From the date of birth, it is from the perspective of decision-making. Although the business of different industries is different, the management forms of data and support are also very different, but from the lifeline process analysis of data collection, data integration, data processing, data comprehensive application, data service and promotion, data processing, all industries have the same model.
The characteristics of this decision based on big data are: First, quantitative change to qualitative change. Because the data is widely mined, the information integrity on which the decision is based is getting higher and higher, the rational decision with information is expanding rapidly, and the blind decision-making is shrinking sharply. Second, the technical content and knowledge content of decision-making have been greatly improved. Due to the emergence of cloud computing, human beings are not overwhelmed by massive data, so they can effectively control massive data and generate valuable decision-making information. Third, big data decisions have spawned many major solutions that were unimaginable in the past. For example, the efficacy and side effects of some drugs cannot be verified by technology and simple samples, and it takes decades to analyze massive medical records to get results; To make a macroeconomic econometric model, we need to obtain massive data of the decisions and behaviors of all enterprises, residents and governments in order to get the optimal scheme of tax reduction policy; Anti-corruption has not been solved for thousands of years. Recently, through Weibo and human flesh search, corrupt officials have nowhere to hide in the ocean of big data, and people have seen the hope of radical cure and so on.
If a data resource system is added between business and management in different industries, and today's data and historical data are connected through data processing of the data resource system, and the current data are associated with indicators that leaders and enterprises care about, and the business-oriented data is transformed into management-oriented data to assist leaders in making decisions, the transformation from data to knowledge will be truly realized. Such a data resource system is very suitable for management and decision-making.
At the macro level, big data enables economic decision-making departments to grasp economic trends more keenly and formulate and implement scientific economic policies; At the micro level, big data can improve the level and efficiency of business decision-making, promote innovation and bring value to enterprises and industries.
Third, big data innovates enterprise management mode and taps management potential.
At present, how many enterprises will require employees to obey the instructions of their superiors unconditionally like soldiers? Are you still in charge of managing subordinates and transmitting information through a large number of middle managers? Or is it forbidden for employees to talk about information such as salary? There's an article in the wall street journal that says, no. All these are out of date, and strict control, internal speculation and gossip will undoubtedly reduce the efficiency of enterprises. A management scholar once compared the internal relationship of an enterprise to the center of cost and consumption. If it is difficult to cooperate internally or effectively reduce management costs and consumption, how can we expect to survive, innovate and develop in today's rapidly changing market and competitive environment?
Let's try to think about it. When shopping, education and medical care all need personalization supported by big data and mobile networks, innovation has become the source of life for enterprises. What reason do we have to ask employees to follow the rules of the industrial age, emphasizing centralized command and management and closed hierarchy and decision-making system? When individuals can judge their health status by wearing various sensors and collecting various signals from their bodies, enterprises also need to be equipped with such a sensing system to judge the changes of their health status in real time.
In today's information age, the performance of machines depends more on the storage and processing capabilities of chips and brains and the effectiveness of programs. Therefore, management pays attention to the size, perfection and cooperation of the system, people, or the use of brain power, information flow and creativity, as well as the satisfaction of employees' personality and the stimulation of creativity.
Among the core elements of enterprise management, big data technology is highly compatible with it. One of the core elements of management is the collection and transmission of information, and the connotation and essence of big data lies in the association and mining of information inside big data, so as to discover new knowledge and create new value. The two are highly compatible in this feature, and it can even be said that big data is another tool for enterprise management. Because for any enterprise, information is wealth. From the perspective of enterprise strategy, making full use of big data and giving full play to its decision-making potential can better serve the enterprise development strategy.
In the era of big data, data has penetrated into all walks of life and gradually become a strategic asset of enterprises. Data analysis and mining can not only help enterprises to reduce costs, such as inventory or logistics, improve products and decision-making processes, and find and better maintain customers, but also find bottlenecks and key points to improve process efficiency and reduce costs by mining intermediate data and result data of all links in business processes, so as to optimize processes and improve service levels. The sharing of big data achievements in relevant departments can also improve the return on investment of the entire management chain and industrial chain.
Fourth, big data changes business models and promotes innovation in products and services.
In the era of big data, with data value utilization as the core, new business models are constantly emerging. Enterprises that can seize market opportunities and quickly realize the innovation of big data business model will write new legends in the history of IT development.
Big data enables enterprises to create new products and services, improve existing products and services, and invent new business models. Looking back at the history of IT, IT seems that every round of IT concept and technology changes is accompanied by the emergence of new business models. For example, in the era of personal computers, Microsoft gained great wealth with its operating system; In the internet age, Google seized the opportunity of internet advertising; In the era of mobile Internet, Apple has made huge profits through the sales of terminal products and app stores.
Across the country, taking the financial business model as an example, Ali Finance has established a network data model and credit system based on massive customer credit data and behavior data, breaking the traditional financial model, making loans no longer need collateral and guarantee, but only rely on data, so that enterprises can quickly obtain the required funds. Ali Financial's big data application and business innovation have changed the traditional business model and brought challenges to the traditional banking industry.
In addition, big data technology can effectively help enterprises to integrate, mine and analyze the huge data information they have, and build a systematic data system, thus improving their own architecture and management mechanism; At the same time, with the growth of consumers' personalized demand, the application of big data in various fields has gradually emerged, and it has begun and is changing the development path and business model of most enterprises. For example, big data can improve the personalized customized production path based on flexible manufacturing technology and promote the upgrading of manufacturing enterprises; Relying on big data technology, a modern logistics system can be established, and the efficiency far exceeds that of traditional logistics enterprises; Using big data technology can evaluate corporate credit in multiple dimensions, improve the utilization rate of funds in the financial industry, and change the operating mode of traditional financial enterprises.
In the past, small enterprises had to sell their goods abroad through domestic exporters, foreign importers, wholesalers and shopping malls, and finally reached users. Now through the big data platform, it can be delivered directly from the factory to the users, and the transaction cost is only one tenth of the past. Take Taobao, a well-known online shopping platform, as an example. There are tens of thousands of transactions on Taobao every day. At the same time, the corresponding transaction time, commodity price and purchase quantity will be recorded. More importantly, this information can match the personal characteristics of buyers and sellers such as age, gender, address and even hobbies. Using the matched data, Taobao can make more optimized store rankings and user recommendations; Merchants can guide the supply, production and design of products according to the previous sales information and taobao index, and visualize the costs and benefits of business activities, which greatly reduces risks and earns more money; At the same time, more consumers can buy more favorite goods at more favorable prices.
Victor once predicted that in 2020, the era of big data would really come. At that time, the most commonly used applications were those needed for personalized life, especially smart phone applications.
Fifth, big data makes everyone more personalized.
For individuals, big data can provide personalized medical services for individuals. For example, our body functions may be monitored through mobile phones and mobile networks. Once there is any infection or discomfort, we can get early warning through the mobile phone, and then the information will be docked with the mobile phone library or consulted by relevant experts, so as to get the correct medication and other treatments.
Before we went to see a doctor, the doctor could only judge our current physical condition. With the help of big data, future diagnosis and treatment can analyze the historical data accumulated by a patient, and combine genetic variation, susceptibility to specific diseases and response to special drugs to realize personalized medical care. It can also provide early detection and diagnosis before patients show symptoms of diseases. Early detection and treatment can significantly reduce the burden of lung cancer on the health system, because the cost of early surgery is half that of late treatment.
Also, in the traditional education mode, scores are everything. Dozens of people in a class use the same textbooks, have the same teachers in class, and assign the same homework after class. But students are very different. In this mode, it is impossible to really teach students in accordance with their aptitude.
If a student gets 90 points, the score is just a number. What can it represent? Behind the 90 points are family background, hard work, learning attitude and intelligence level. , and they are linked to 90 points, which becomes data. Because of the breadth of data sources, big data has the ability to pay attention to the micro-performance of each student: for example, when did he start reading, what kind of lecture is the best, when did he learn what subject was the best, and how long did he stay on different types of topics. Of course, these data are meaningless to other individuals, and they are the embodiment of highly personalized performance characteristics. At the same time, the generation of these data is a complete process: the process of class, the situation of homework, the interaction between teachers and students. The most valuable thing is that these data are observed and collected without the students' knowledge, and only need the assistance of certain observation technology and equipment, which does not affect students' daily study and life, so its collection is also very natural and true.
With the support of big data, education will show other characteristics: flexible academic system, personalized counseling, community and family learning, and success for all. Education supported by big data is to release everyone's original learning ability and talent according to their characteristics.
In addition, Victor also suggested that the government of China should further supplement the database. The government used to provide financial subsidies, but now it can provide databases and create creative services. In the United States, there are completely government-based databases, such as providing enterprises with data on airports and expressway, and providing the probability of possible flight delays. This service can help individuals and consumers better predict their travel. This type of innovation benefits from big data.
Sixth, a harmonious society driven by wisdom.
As a pioneer in the field of global big data, the United States has made remarkable achievements in using big data to improve social governance and maintain social harmony and stability.
In recent years, the construction of "smart city" in China is also in full swing. By the end of last year, there were 193 national smart cities in China, and more than 400 cities publicly announced the construction of smart cities. The concept of smart city includes smart security, smart power grid, smart transportation, smart medical care, smart environmental protection and many other applications, all of which depend on big data. It can be said that big data is the source of "wisdom".
In the field of public safety, big data has been used for information monitoring and management, real-time analysis, crime pattern analysis and crime trend prediction. Cities such as Beijing and Linyi have begun to practice using big data technology to analyze and crack down on crime.
In the field of transportation, big data can analyze and predict travel traffic laws, guide bus line design, adjust vehicle dispatching density, conduct traffic flow command and control, sort out congestion in time, and reasonably alleviate urban traffic burden by collecting information such as bus and subway swipe cards, parking toll stations, cameras, etc.
In the medical field, some provinces and cities are implementing the digitalization of medical records, which can be used for remote diagnosis and treatment, medical research and development, and even combined with insurance data analysis for commercial and public policy making.
With the vigorous development of smart city construction, the government's big data application has entered the substantive construction stage, effectively stimulating the market demand for big data and promoting the development of local big data industry. The application value of big data in various fields has begun to appear.
7. How does big data predict the future?
The famous Mayan prophecy, although there is a certain astronomical knowledge behind it, also gave birth to the very popular film "20 12", but in fact many people's lives have not been greatly affected. Now, according to the various energy stocks of human beings on the earth, as well as the degree of air pollution and glacier melting, we can really calculate how many years human beings can survive on the earth according to the current industrial production and lifestyle. In the third industrial revolution, there was a deep explanation in this respect. Based on accurate prediction, after discovering that the existing model is a dead end, human beings can make some changes, which is actually a system optimization.
This combination of early scene research and continuous system optimization will give the system vitality, and big data is blood and nervous system. Through the in-depth mining of big data, we will understand how different bodies of the system operate in harmony with each other, and we can also control the next operation of the body through their understanding and even long-term maintenance and optimization. From this perspective, web-based big data can be regarded as the nerve center of human society, because with the network and big data, human society has become flexible and not as rigid as before. Based on big data, individuals have a foundation for interconnection, the process of interaction is simplified, and the cost of various transactions is greatly reduced. Service providers such as manufacturers can develop services that better meet the needs of consumers based on big data, and the internal management of the organization is more detailed. A society with blood and nervous system can really have vitality.
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Through the typical big data application cases and scenarios in these industries, it is not difficult to realize the typical core value of big data. Big data is a new perspective on reality, which not only changes marketing and manufacturing, but also changes business models. Data itself is the source of value, which means new business opportunities. No industry can be immune to big data and adapt to big data to survive in this revolution.
At present, in the era of data explosion, how to obtain these data and analyze them effectively is particularly important. The competition between various enterprises and institutions is very cruel. How to predict the future operation mode according to the past operation data, so as to prepare in advance or use and adjust it, is actually a matter of life and death for many enterprises. This also applies at the national level. Because of this, big data has been studied and deployed at both the enterprise level and the national level.
It can be seen that the application of big data has highlighted great commercial value, and its tentacles have extended to retail, finance, education, medical care, sports, manufacturing, film and television, government and other industries. You may ask who is the promoter of these concrete values? It is the so-called big data integrated service provider. From the actual situation, it mainly includes three roles: big data solution provider, big data processing service provider and data resource provider, which provide big data services, solutions and data resources to big data users respectively.
In the future, big data will completely change human thinking patterns, living habits and business rules, and trigger profound changes in social development, which is one of the most important national strategies in the future.