Research On Coupon Scenario Marketing Based On User Portrait

Driven by technology and demand,we have moved from the IT era to the DT era.Digitalization of marketing is imperative.So,we must understand the digital marketing environment and digital consumer behavior.Mobile Internet gradually turns the consumer behavior of users to online,and the behavior data is all over the network.At the same time,consumption behavior also gradually changes to personalization and rationalization.Therefore,marketing must change to personalization,precision and intelligence,and digital marketing is born.Digital marketing platform for the enterprise to carry out the digital marketing provides a rich marketing tools and solutions,coupons as a kind of commonly used means of marketing,almost exist in each of the marketing platform,"coupon redemption first,then place the order" has become a fixed shopping process,coupon marketing which is the most representative of the marketing process,therefore,in this thesis a coupon marketing as an example,combined with the theoretical research and practical experience,a scene change marketing framework design and applied research,the main research content is as follows:Firstly,common coupon marketing scenarios are sorted out and classified,and the characteristics of target users of coupon distribution in various marketing scenarios are analyzed.According to the user behavior data to define the user characteristics,based on the above analysis to design the coupon marketing system for the user portrait.Then,the overall analysis and design of the scene marketing framework,and the specific methods involved in each part are introduced.Based on the behavioral data,the behavioral characteristics of all current users are extracted.When the marketing opportunity is generated,the characteristics of the target users in specific marketing scenarios are analyzed,and the characteristics of the target users are matched with the extracted user feature labels to determine the marketing target population and lay a foundation for further marketing.Finally,obtain the real e-commerce data of digital marketing platform to carry out the realization of user portrait and the simulation of coupon scenario marketing,and verifying its feasibility.At the same time,the design ideas of scenario marketing framework are applied to the product function design of digital marketing platform to provide new ideas for product function optimization and help enterprises better realize personalized,precise and intelligent marketing.