Research On Service Of Precision Marketing On Clothing In Era Of Big Data

With the development of network and Internet technology, businesses have generated a lot of data, and these vast amounts of data contains a lot of value. If these values are extracted and applied to marketing, insurance, banking and other industries, it will have a huge impact. It is a chance for the garment enterprises to seize the opportunity of big data by using their data to generate value for business services.This study is based on data of the garment enterprise, studying the relationship between precise marketing and big data by building big data of precision marketing platform.and then constructing the "map of consumer" database to segment consumers,using data mining technology for more in-depth access to information, providing more scientific decision-making. And the specific research is divided into six parts:(1)The first chapter is the introduction, mainly introduces some background, content and significance of this paper.(2)The second chapter is the theoretical study. It mainly introduces the precision marketing theory and the theory of big data, and explains some definitions of precision marketing and its systems and market segmentation, etc. in the introduction of large data theories, mainly explain the definition and characteristics of big data and some data mining and big data processing framework.(3)The third chapter is the precision marketing based on the database of "map of consumer" in the era of big data.it mainly expounds about the precision marketing model in era of big data, and determines the segments of consumers, then constructs the consumer segmentation model on the view of consumer. It also constructs the "map of consumer" model which was the core of the precision marketing and the marketing segmentation model with the point of view of the marketing which was the application of the precision marketing.(4)The fourth chapter is the construction of the precision marketing system platform based on big data. First, theoretically elaborates the thinking of precision marketingplatform based on big data, and then building a framework, finally designing it which contain the source of the data, processing, storage, mining and application of data.(5)The fifth chapter is the data mining and application based on data of three gun through combining with the construction of the big data precision marketing mode. First, it built the database of “consumer map” by combing with the feature of three gun marketing data in view of the present situation of three gun through the research, and then mining the factors of height by MATLAB and provides the method according to the present question of three gun marketing and combined with the precision marketing model. Finally, it provides the precision marketing strategy and improve the precision marketing system to three gun.(6)The sixth chapter is the conclusion and prospect. It mainly gives the conclusion of this article, the contribution and shortcomings.Through the study of the above six parts, this paper made a two innovations: the first is the theory of innovation, it built the precision marketing system of big data by describing the difference between the precise marketing mode and the traditional mode. It also made sure the consumer demand and constructed the "consumer map” database on the basis of consumer segmentation, and built the precision marketing segmentation model based on the view of marketing. Finally, it constructed the precision marketing platform in the era of big data to provide a basis for enterprises to implement precision marketing. The second is the innovation of application, it combined with three gun marketing data with the“consumer map" model for application, and using Matlab software to mine the data of consumer height by combining with the precision marketing segmentation model. Finally,it improved three gun marketing mode based on precision marketing system, which from data acquisition to data mining and data application, and it also provides a personalized strategy for the precision marketing of three gun.