大數據於全球與澳門市場營銷上的應用

With the development of technology and advancement of computing power as well as the increase of database capacity, big data technology has gradually become a core competency of business organizations. It is used to process massive data, obtain information, formulate marketing strategies, and guide the company’s marketing practice. This article reviews relevant academic literature and illustrates the significant role of big data and the advantages it can bring to companies via representative business cases in the following aspects: (1) provides insights of market trend and consumer demand, (2) facilitates product development and professional decision-making, (3) promotes customized marketing, and (4) assists in the inventory management. Moreover, the article proposes that, big data has a broad application prospect in Macao’s market, mainly for the operations of the gambling industry and the Macao government’s initiative to build a smart city.