基于聚类分析的电商平台精准营销方法研究

Research on Precision Marketing Methods for E-commerce Platforms Based on Cluster Analysis

随着互联网的迅速发展,电商平台已成为人们日常生活中重要的购物渠道之一。为了提高电商平台的营销效果,文章基于聚类分析算法,研究了电商平台精准营销方法,并探讨了该方法在电商平台的使用与维护方面的问题。通过对用户数据进行分析和处理,建立用户画像模型,实现了电商平台的个性化推荐和优惠券奖励。研究结果表明,基于聚类分析的精准营销方法可以提升电商平台的用户黏性和购买意愿,具有一定的实际应用价值。

With the rapid development of the Internet,e-commerce platforms have become one of the important shopping channels in people's daily lives.In order to improve the marketing effectiveness of e-commerce platforms,this article studies the precise marketing method of e-commerce platforms based on clustering analysis algorithm,and explores the problems of using and maintaining this method on e-commerce platforms.By analyzing and processing user data,a user profile model was established to achieve personalized recommendations and coupon rewards on e-commerce platforms.The research results indicate that the precision marketing method based on cluster analysis can enhance the user stickiness and purchase intention of e-commerce platforms,and has certain practical application value.