Research On Construction Of B2C E-commerce Enterprises' Big Data Precision Marketing

In the era of traditional marketing,enterprises are not very clear about the needs of users.The thinking path of marketers is mainly from products to consumers.The purpose of marketing promotion is to show the advantages of products to consumers.The product-centered thinking mode does not need to consider the actual needs and differences of consumers.As long as the product is good enough,consumers will buy it.But now,in the era of buyer's market,there are a variety of products on the market with the same function,and consumers have many choices,which means that the marketing mode needs to be changed from the original marketing mode from the perspective of products to the marketing mode from the perspective of consumers.With the development of the Internet and big data technology,and the popularization of smart mobile terminal devices,as long as a portable smart phone,people can access and read information anytime and anywhere,regardless of time and space restrictions.Mobile phones and other smart terminal devices make the consumer's behavior,location,body and other data into data that can be recorded and analyzed,and at the same time generate a large amount of data,which is of great value to the business.By mining and analyzing user data,enterprises can form an effective insight into users and predict their future needs and behavioral decisions based on their past behavior data.In the era of big data,enterprises' marketing models and methods are also changing.For enterprises,in the face of this era,not only with the pace of product development,but also with the pace of marketing.The advent of the era of big data,so that users have insight into the possibility of further development.Big data can accurately target and even predict the next consumer behavior of users,which gives the Marketing Department of enterprises a powerful tool.In the era of traditional marketing,the most difficult problem for communication is Who(to whom),what channel(in which channel)and what effect(with what effect).Through influencing target consumers' psychological path before shopping,big data marketing solves one of the most difficult problems in the marketing process,that is,how to accurately predict the needs of target users and provide solutions,which is the value of big data marketing.The capture,storage,interpretation,and utilization of data can provide insights at all scales.Without designing questionnaires,big data can break the limitation of "sampling without time limit" in an environment where sampling is not possible.Big data can do what previous insights cannot do.The core of big data marketing is to make online advertising at the right time,through the right carrier,in the right way,to the right person,so as to improve the conversion rate,save marketing costs,to achieve the effect of fine marketing.Big data precision marketing needs to focus on massive data bases,such as various dimensional data of users.Through data processing technologies such as classification,screening,filtering,mining and modeling,it can master consumer data,update database and master the dynamics of consumers in real time,so as to achieve accurate communication in a real sense.In this paper,based on the domestic and foreign about big data,accurate marketing theory and method of reading extensively,combined with relevant enterprises more mature involve large data precision marketing case,take the big data precision marketing of W enterprise as an example,analysis of W enterprise current marketing problems,points out the necessity of the big data precision marketing,and explore the specific implementation waysand methods of W enterprise in big data precision marketing.For example,first of all,through the data island through each system within the enterprise,unified integration of different systems more user data,and the analysis of the data effectively,digging,the user is labeled,recognition,and through the data modeling precision marketing activities to the customer,in order to enhance W enterprise applications in large data accurate marketing ability,at the same time can be a big date precision marketing case guidance for other domestic B2 C enterprises.