Study On The Ecommerce Precision Marketing Of JD In Big Data Era

With the widespread use of modern information technology and the Internet of Things development, people create data actively, big data era arrived. The arrival of the era of big data has brought changes for human life, work and thought. The size and number of e-commerce, high-speed development, e-commerce marketing requires innovation. Due to the limit technical conditions, precision marketing in e-commerce did not dig deep and good use of existing data. In the era of big data, precision marketing even more powerful, big data bring a better perspective and offer more powerful tools for precision marketing,which can dig the data more deeply and probably make use of potential commercial value to achieve more precise positioning and marketing. In the data era, precision marketing plays a very important role in in e-commerce industry. However, there is only a few research on this issue.Based on big data, precise theory and methods to conduct analysis of marketing comprehensively. In the big data era, e-commerce industry face on three challenges: data possession, data processing and data security. The arrive of big data bring a lot of changes to precision marketing,and with the helpful of big data precision marketing become more accurate.Then through analysis to Jindong company, analysis its big data platform and platform-based applications on the precision marketing and practice, to be inspired by the case studies, we found deficiencies and recommendations. With case and theoretical research on precision marketing’s application in e-commerce in the big data era, refining summed up the framework consisting of three levels, hoping to popularize the B2 C e-commerce system to other models of e-commerce applications, and look forward to reference guide in e-commerce marketing innovation and application in the future.