Research on Accurate Marketing Modeling of User Portrait Based on Big Data

Abstract

In order to solve the problem that enterprises cannot reasonably use big data to carry out marketing under the background of big data. This paper first subdivides the consumers according to big data, and then constructs the database of "user portrait" based on 4C theory, and the customer group is classified by cluster analysis of the database. On this basis, from the perspective of marketing, this paper builds a precision marketing segmentation model and takes the clothing marketing data as the object for simple application. The research shows that under the background of big data, the precision marketing subdivision model based on the database of "user portrait" can reconstruct the demand of consumers, accurately locate the consumer group, and provide scientific decision-making basis for enterprises to implement precision marketing.