Research On Precision Marketing Strategies Of E-commerce Companies From The Perspective Of Big Data

The development of Internet technology and information technology has propelled the era of big data.Big data brings a new perspective to the whole society and enables all walks of life to realize the potential value of data.The field of big data technology is also becoming more and more widespread.With the increasing demand for personalization,the e-commerce enterprises,which is called "data collector," has achieved leapfrog development with the support of big data technology,and the most successful part should be the precision marketing of big data.Collecting,analyzing and processing customer information by big data,e-commerce enterprises can use more precise ways to achieve marketing.However,as an emerging technology,big data is still limited in its application and scope.There is a phenomenon of collecting data blindly,lacking of data application and awareness of creating value in many e-commerce enterprises.In the use of technology,there is also a short of theoretical basis,and do not know how to use big data to achieve precision marketing.Due to the fact that practical application precedes theoretical guidance,there is a lack of corresponding theoretical research on the precision marketing of big data for e-commerce enterprises.This paper takes the precision marketing of Chinese e-commerce enterprises as the research object in the perspective of big data,based on the collection of a large number of documents and the actual cases,using ducument reasearch,case stugdy and comparative analysis to deeply study the value and strategy of precision marketing of big data in e-commerce enterprises.In order to solve the problem of big data precision marketing for e-commerce enterprises and further promote the application to provide detailed reference and guidance,while improving the theoretical research of precision marketing in big data.First,this paper analyzes current situation of e-commerce enterprises and big data precision marketing,summarizes the problems and explaines the reasons.Next,to understand the meaning and necessity of precision marketing of big data,the paper puts forward the value of precision marketing in big data from three aspects of enterprise,customer and society.Its value lies in reducing the cost,improving the marketing effect,predicting the market and promoting the commercial innovation for the e-commerce enterprises;For customers,it can help to enhance two-way exchange and customer experience;Social aspects,can not only promote the of precision marketing model,but also help the development of big data technology.Then,to solve the problem of big data precision marketing in e-commerce enterprises,we should start from three aspects: ability requirement,process and strategy.The ability requirement refers to the data,technology,big date thinking,talent,which is a prerequisite for the application of big data on precision marketing;Process model is the application process of big data precision marketing;Strategy can provide practical operation reference for e-commerce enterprises,which is the focuses of this paper.Finally,in order to improve the development of big data precision marketing,this paper puts forward suggestions from three aspects of enterprises,industries and governments to further promote the precision marketing of big data for e-commerce enterprises.