Research On Precision Marketing In B2C E-commerce With Big Data

With the rapid development of internet and modern information technology,and people begin to live in the digital space gradually,using big data on the internet not only depict the trajectory of everyone's life,but also actively become the creator of data,this also marks the arrival of a new era – the era of big data.E-commerce is a remarkable achievement of big data.Nowadays,with its convenience,security and interactivity,ecommerce has increasingly become an important form of information communication and trade activities between enterprise and enterprise,between enterprise and consumer,and has also become more and more closely related to consumers' lives.With the deepening of trading activities on the internet,e-commerce has produced a variety of different models,such as B2 C,C2C,B2 B,etc.The development of B2 C is most striking,and B2 C has become the model with biggest numbers and largest scale.Although the application of precision marketing has a certain history,due to the technical conditions and data conditions at that time,e-commerce companies did not mine deeply and make good use of their existing data.Big data will add to precise marketing.This technology has brought better tools and perspectives for precision marketing,it can excavate and utilize the potential business value behind the data to achieve more accurate positioning and marketing.Precision marketing under big data is consumer-centered,through the analysis and integration of data generated by consumers to understand their consumption habits,estimate their age,income and other conditions,so as to find an accurate analysis and positioning,make a directive analysis of consumers' hobbies and potential needs,and then conduct "one-to-one" characteristic marketing at appropriate time,platform,price,etc,finally to provide consumers with the right product,make precise marketing characteristically,and maximize the interests of businesses.Precision marketing based on big data has the characteristics of analyzability,operability and measurability.For B2 C enterprises with unified management and decentralized users,the significance of big data precision marketing is magnified.This paper launches research on the application of precision marketing in e-commerce enterprises under big data,and divides into six chapters.The first chapter mainly analyses the research background and purpose of the article,and focuses on the research ideas,content and research methods.The second chapter mainly introduces the relevant concepts and fundamental theories.The third chapter mainly introduces the challenges and changes brought by big data to e-commerce and precision marketing,it mainly analyses the development status of B2 C e-commerce,the challenges brought by big data to e-commerce,the transformation of accelerating precision marketing in the era of big data,and the difficulties faced by B2 C e-commerce.The fourth chapter mainly takes Amazon(China)as an example,carries on the case analysis,conducts detailed analysis of Amazon(China)using big data to implement precision marketing.The fifth chapter puts forward the strategies of B2 C e-commerce company using big data to promote precision marketing.The sixth chapter is mainly to summarize and find out the shortcomings.This paper takes the e-commerce and precision marketing as the theoretical basis of the study,through analysing current situation and known issues of B2 C ecommerce model in China,meanwhile combining with the precision marketing process of Amazon(China),explores the way to carry out precision marketing under big data in B2 C e-commerce model,and puts forward practical suggestions,which aims at helping enterprises do a good job in marketing and constantly increase their profits.