Feifan's Consumer Behavior Analysis Research

Under the background of continuous development of Chinese e-commerce market,personalization,socialization,scenes and internationalization have become the main trends in its development.Under the new situation,where is the marketing direction of the e-commerce market,it is an urgent problem that needs to be explored in front of every enterprise.The purpose of this paper is to analyze and research the consumer behavior of the Vanguard platform under the Wanda Group,which will serve as a reference for how to formulate a marketing strategy for e-commerce under the new situation.Feifan is a platform developed based on the above issues.It integrates shopping,dining,movie,travel and life services.It recommends personalized and featured content for users in a variety of scenarios,improving the consumer experience of C terminal consumer.At the same time,with the concept of new retail proposed,Van Gogh pioneer of this new retail,more and more everyone's attention,how to thoroughly understand the behavior of users feifan in order to better serve the C terminal consumer,which is Flight operators need to consider the important issues.Whether it is Ali's "New Retail",Suning's "Smart Retail",or JD's "Unrestricted Retail",they are using Internet technology to integrate online and offline,trying to create a new retail ecosystem.The Feifan platform studied in this paper is an important platform for transforming Wanda Group from a traditional retail giant to a new retailer.It records a large amount of user consumption data on the Internet.The author believes that through systematic analysis of these consumption data,it can be fully grasped.Corresponds to the consumer's consumption characteristics.Based on previous studies and related theories,this paper obtained sample data of Feifan's consumer behavior through questionnaire survey,and delineated the user's individual characteristics and consumer behavior characteristics through data analysis methods to provide follow-up marketing decisions.Analysis of conclusions.In the application of analysis results,this paper adopts a combination of user portraits and personalized recommendations,that is,for different users to identify portrait labels,and at the same time adopt a personalized recommendation algorithm to recommend customized products to users of different dimensions.Services,etc.,realize the company's precise marketing strategy,increase user stickiness and consumer willingness,and ultimately increase the company's sales and profits.