Research On The Precise Marketing Strategy Of Taobao Chinese Style Garment E-commerce Under The Background Of Big Date

In today's era of big data,data has become a kind of commercial capital to create new economic value for enterprises.With the rapid development of e-commerce,data mining of e-commerce data and its application in precision marketing have become a hot topic.The combination of big data thinking and data mining technology brings new development ideas for enterprise marketing.Through data mining,collection,analysis and processing,enterprises can accurately find out their own target customer groups,and carry out personalized marketing,bring good user experience to customers,and reduce the cost of enterprise marketing promotion.As a traditional industry carrying Chinese traditional culture,Chinese clothing has entered Taobao e-commerce.In the information age,how to find the target customer group more accurately,how to carry out personalized marketing promotion,how to "give what they want" and how to grasp the demand point of consumers are key issues that need to be solved urgently.Therefore,through the research of e-commerce and precision marketing,this paper selects Qipao,a typical Chinese clothing category,as the research object,based on how to carry out precise marketing of Taobao Chinese clothing.By collecting the relevant data and information publicly released by various network data platforms,as well as the consumer comment data collected by using the crawler data collector,this paper takes it as the research material,combined with PEST analysis and SWOT analysis Based on the analysis of precision marketing theory,this paper discusses the application of precision marketing in the operation of e-commerce Zhongzhuang brand.After a preliminary sorting of a large number of data,from the perspective of single dimensional analysis,multi-dimensional analysis,text analysis,the use of precision marketing strategy is explained.Single dimension analysis includes module analysis of market environment and brand positioning;multi dimension analysis is mainly from the perspective of marketing mix;text analysis is mainly through mining consumer comments,from the perspective of comment frequency,comment keyword and comment emotion to obtain consumer concerns and needs.