Research On Precision Marketing Strategy Of Clothing Based On User Profile

Consumer demand is becoming increasingly personalized and diversified,and traditional marketing methods have failed to effectively mine and utilize user data,resulting in inaccurate and focused target user analysis and positioning.Therefore,in an increasingly competitive market,the importance of precision marketing strategies cannot be ignored.This article aims to study the precision marketing strategies of clothing consumers.Firstly,it elaborates on the concepts of user profiling and precision marketing,and organizes relevant theoretical knowledge,labeling system,and methods and processes of precision marketing models.Secondly,based on user profiling and theoretical knowledge of precision marketing,a questionnaire survey is designed using in-depth interview method.Once again,collect data on the basic,behavioral,and psychological attributes of clothing consumers,and use SPSS software to conduct factor analysis and K-means clustering analysis on the screened data.Based on the clustering results,analyze the characteristics of different types of users,and finally develop precise marketing strategies for clothing enterprises.The conclusion of the study is that in order to gain a deeper understanding of consumers’ motivation to purchase clothing,interviews were conducted and 20 variables of purchasing motivation were identified.Based on these variables,a survey questionnaire was developed to conduct market research,collect and summarize data.Based on the obtained data,factor analysis was conducted to extract five factors: "publicity and promotion","eternal youth","discount promotion","word-of-mouth recommendation",and "functional efficacy".On this basis,cluster analysis was conducted on the main factors,and three typical user types were identified: fashion oriented,quality oriented,and efficacy oriented.This article takes clothing consumers as the research object,collects user profile data using questionnaire survey method,and proposes precise marketing strategies for clothing,which has certain theoretical significance.In addition,based on constructing a clothing user profile,proposing targeted marketing strategies has practical significance for grasping the overall research trend of clothing precision marketing.