Research On The Ecommerce Precision Marketing Of B2C

With the rapid development of the Internet and information technology, the electronic commerce has already become an important form of connecting information and trade activities among enterprises, between enterprises and consumers. The relationship between the ecommerce and consumers'daily life also becomes closer. The scale and number of B2C ecommerce web sites enter the era of rapid development, which challenges the traditional conception and methods of marketing. Therefore, the web-based marketing has become a focus of attention. Contrary to the extensive form in the past, the web-based marketing now changes to the accurate intensive form. Through the analysis of information and raise investment return to achieve measurable marketing results and the precision of the investment segmentation is the character of the web-based marketing. Therefore,the precision marketing came into being. It has many features, such as it is more accurate analysis, operable and measurable. For the Broc enterprises of a unified management and distracted users, the precision marketing is of more significance.The studies on the precision in marketing ecommerce focus on mainly two aspects, one pays attention to the analysis of some marketing programs, such as the advertising approaches to precision marketing, the relationship management between enterprise and customer, etc; the other studies the telecom as the carrier of precision marketing, and the precise marketing planning of such fields like book marketing, etc. It still lacks systematic study on the precision marketing, with the B2C ecommerce web site as its target.This thesis is going to do applied research on Jingdong Mall (www.360buy.com), a typical B2C ecommerce web site, based on the theory and methods of precision marketing. The theoretical importance of the study lies in through systematic analysis the application of precision marketing to B2C ecommerce, it will suggest the applied frame of the precision marketing, and accordingly, extends the frame from B2C to other ecommerce systems, such as B2B, C2C, etc.This thesis consists three parts. From chapter one to chapter three are the first part. It introduces the conception and development status of precision marketing, ecommerce, B2C, and the utility of precision marketing to ecommerce. Chapter four and chapter five are the second part. It takes the Jingdong Mall as an example, through means of interview experts and questionnaire survey, to analysis its marketing and effect. It also gives suggestion of improvement. Chapter six brings up the precision marketing system of B2C, based on the above analysis.