Design And Implementation Of Precision Marketing Management System Based On Big Data

In the information age,e-commerce has promoted economic development and changed consumer habits.Many companies have also begun to sell products through e-commerce platforms,which not only can increase customer groups,but also is convenient and quick.However,under this megatrend,there are many e-commerce platforms,and there are many products released on each platform.Faced with a wide range of products,consumers do not know how to choose.An e-commerce company has been operating stably for four or five years.During these four or five years,it has accumulated a large number of customers,stored each customer’s consumption records,how to make full use of these data,and tap customers’ purchase behavior.And interest preference,and then to achieve precise marketing to customers has become the main direction that needs to be researched.In order to solve this problem,the thesis proposes a solution for a precise marketing management system,which centralizes the daily marketing data in different platforms to form a big data center.Based on this,the daily behavior,purchasing power and interests of customers are analyzed.Analyze and establish a user portrait for each customer,so that the product can be matched with the user portrait.If the match is successful,the product is pushed to the customer.If the match is unsuccessful,it is not pushed.In this way,accurate marketing of goods can be achieved.The thesis first analyzes the current operating status of an e-commerce company,identifies the main problems that need to be resolved,and then uses the use case diagram to investigate and analyze the needs of different users to determine the functional requirements of the system: data collection,Data storage,user portrait engine,precision marketing management,and system configuration management.In addition,some performance requirements of the system are also specified.Adopting the idea of layered architecture,the system is divided into different levels,each level independently completes the corresponding business,and the different levels interact through interfaces.The data in this system mainly comes from other application systems,so the interface docking between this system and external application systems is very important.The thesis designs the interfaces that need to be docked.By collecting,cleaning,analyzing,and storing data from external application systems,a big data platform has been established,which provides good data support for the development of a precise marketing management system.The flow chart,timing diagram and other methods are used to design the detailed operation of the specific function.Finally,the system is programmed and implemented using Java language,My SQL database management system,and SSH architecture,and a comprehensive test is performed on the implemented system using a black box test method.The system that passed the test was put into use in an e-commerce company.Through the application of the system,not only can the customer be accurately locked,but also the user portrait can be constructed,and the products that are interested can be accurately recommended to customers.It is of great significance.