Research On The Problems And Strategies Of Precision Marketing On Dangdang.com

Under the background of the information age,the rapid development of electronic computer technology and the high popularity and development of the Internet have promoted the rise of China's e-commerce platform.It can be said that e-commerce is an important platform for information communication and trade cooperation between enterprises and between enterprises and consumers.According to relevant surveys,the popularity of the Internet has led to a rapid increase in the number of Internet users in China,and the rapid development of online transactions under the background of e-commerce.In the current market environment,traditional marketing concepts,marketing methods and means can no longer meet the business requirements of the enterprise.The marketing strategy under the single mode reflects the drawbacks of extensive marketing.In the e-commerce environment,precise and intensive e-commerce The marketing model has gradually emerged,and precision marketing has gradually become a hot spot for people.Under the e-commerce model,traditional marketing can't adapt to the trend of the times.E-commerce companies need more and more low-cost,high-efficiency and measurable precision marketing strategies,and precision marketing is constantly getting more and more e-commerce companies.The application.In the continuous practice process,the company has gradually developed a variety of e-commerce models in combination with its own development requirements.Among them,the B2 C model is the most successful.Under this model,the company has high-quality products and perfect brand image.Accepted by the public.Most B2 C e-commerce companies are looking for new marketing strategies to expand their market share.The quantification and operability of precision marketing provides an effective way for companies to analyze consumer behavior.In the current fierce market competition environment,e-commerce companies are actively seeking new marketing strategies in order to effectively expand their market share.Up to now,China's B2 C e-commerce enterprises still face problems such as scattered users and insufficient market environment,and the precise marketing model has the characteristics of strong operability,high precision,analyzability and measurability,and is well adapted.The development needs of e-commerce companies.At present,there are many researches on precision marketing,but there are few studies focusing on an e-commerce website.Dangdang.com is a company that mainly sells books through online marketing.It was officially opened in 1999.It was an early online bookstore and one of the most popular online bookstores for readers in China.However,the current profitability of Dangdang.com's book main business is quite unstable,and its book marketing strategy needs to be optimized.Based on this,this paper combines the relevant theories of e-commerce and research on the precise marketing strategy of enterprises,and selects Dangdang.com as the research object of precision marketing.Through the questionnaire survey method,this paper explores the mystery of Dangdang.com's precision marketing success and its shortcomings.It focuses on Dangdang.com's problems in the implementation of precision marketing,from market research,marketing methods,big data technology application and website experience.One aspect proposes the specific strategy of Dangdang.com's precision marketing.By analyzing the B2 C precision marketing strategy system and Dangdang.com B2 C e-commerce company precision marketing case,it can provide a reference for the implementation of accurate marketing strategies for e-commerce companies on other B2 C platforms.