Research On Clothing Company’s E-commerce Precision Marketing Strategy Based On Data Mining

With the continuous development of China’s Internet technology and the continuous improvement of mobile communication infrastructure construction,mobile intelligent terminals have surpassed personal computers as the main entrance to Internet access.With this comes a huge change in the shopping scene.The Internet and various convenient and easy-to-use shopping APPs that can be accessed anytime and anywhere make shopping no longer limited by time and space,and the convenience of consumption has been greatly improved,and more and more consumers have become inseparable from this new way of shopping.For businesses,this huge change in the consumer environment is a huge challenge,because most of the existing precision marketing system is mostly based on STP theory,4C theory,4P theory and other classical marketing theories,with offline shopping as the main scene,around price,product,venue and other factors to carry out marketing activities.Nowadays,facing the huge changes in the shopping environment,the classic precision marketing activities can bring more and more limited revenue,high marketing costs,poor marketing results,which has become a common problem for enterprises to carry out precision marketing.At the same time,along with the dramatic changes in the shopping environment,there is also an unconscious digital revolution taking place.Consumers enjoy anytime,anywhere access to the Internet and the convenience of APP orders at the same time,but also unknowingly generated a huge amount of data.These data not only directly record the consumer’s shopping information,but also indirectly reflect the consumer’s personal characteristics,interests and shopping habits and other key information.This information is undoubtedly a great asset for enterprises,and if enterprises can make reasonable use of this information,dig out the business value behind this information,and guide their marketing activities accordingly,it will have a significant positive impact on the survival and development of enterprises.In this paper,while combing and studying the classic marketing theories,we also focus on how to use information technology tools such as big data,data mining and artificial intelligence to carry out activities such as user segmentation,personalized recommendation system construction and user portrait system construction.This paper takes AD company as a research case and introduces how it carries out the above data mining activities while also focusing on how it uses the results of data mining activities to carry out precision marketing activities.This paper hopes that the theoretical research and the introduction of methods can help companies identify problems,analyze them,and find solutions to help them survive and grow better in the fierce business competition.