电商企业基于大数据精准营销的策略研究

Research on Strategy of E-commerce Enterprises Based on Big Data Precision Marketing

传统的网络营销同质化、高成本、低效益已经无法适应我国快速发展的电子商务的需要。大数据因其规模大、全面化、快速化等特点有效的成为了精准营销成功的保障。本文在肯定大数据对精准营销促进的基础上提出了一系列电商企业基于大数据精准营销的策略,并针对每个策略展开了具体的阐述。

The traditional network marketing, due to homogenization, high cost and low efficiency, has been unable to meet the needs of China＇s fast-developing e-commerce. Big data has become a guarantee for precision marketing success because of its large scale,comprehensive and rapid characteristics. On the basis of affirming the promotion of big data to precision marketing, this paper puts forward a series of strategies for e-commerce enterprises based on big data precision marketing, and elaborates on each strategy.