The Research Of Liquor Electronic Commerce Precision Marketing

By the end of 2015,China's online retail market was worth 16.2 trillion yuan,increased by more than 20% compared to the same period of 2014.With couple years' development,China's online retail market has reached the leading level in the aspect among teleology,operation and sales.Nowadays,China's online retail market started to explore the new model and achieve the challenges,which indicated that the China's online retail market has stepped into the new period.However,because of the customer characteristics like ages and life styles,some traditional retail industries still mainly apply offline development.Thus,online market exists great potential and broad prospects.Online wine industry,as one of the late-mover industries,grew promptly although the overall online retail industry developed slower and slower.The reason why online wine business could witness this rapid development is close related to the macro market environment and the features of products.From the political aspect,the alcohol prohibition launched by Chinese government led to the sales difficulties of high-end wines.Therefore,these retailers had to find a new way to develop new customers.Obviously it is better for the alcohol manufacture companies broaden their client base with decelerated growth of high-end wines industries.In the comparison of traditional channel,online channel could provide not only more different kinds but also cheaper wine products.For all of these factors,more and more alcohol manufacture companies started to develop their online business.Nevertheless,when companies were transforming into online business,they have to face with many inevitable difficulties,including marketing issue.Under the background of big data era,different from traditional marketing,online marketing changed from general marketing to precision marketing by utilizing the data to make the marketing strategies in order to enhance their sales.This study firstly introduces the concept and characteristics of precision marketing,as well as the relative theories.And with analysis of the e-business and wine industry,the development lags of wine industry and the disadvantages of online marketing are also pointed out in this article,which could be a reference for practices use.In the basis of RFM theory and methodology of cluster analysis,this study builds up the user-classifying model with the help of SAS software,which is commonly used in statistics studies.After clarifying the target consumers of the companies,based on the targeted marketing strategies,the product system,customer relationship management system and marketing system was set up to carry out precision marketing and promotion activities for helping the enterprises to complete their marketing schemes from offline to online.