Research on E-commerce Precision Marketing Strategy Based on Big Data Technology

Abstract

In recent years, the development of e-commerce platforms has been gaining momentum, which has made the mining and marketing of e-commerce data more and more critical. Major e-commerce platforms and companies are starting to analyse basic information about their customers, extracting useful information from it, accurately screening customer needs and finally developing targeted marketing programmes that can reduce advertising costs while also generating revenue for the company. Based on the background of big data, this paper firstly composes and integrates the theoretical research on big data and precision marketing, analyses the current marketing status of e-commerce, develops a precision marketing plan that meets the characteristics of e-commerce, and combines the big data platform of e-commerce and personalised precision marketing system to adopt a variety of marketing methods in order to facilitate enterprises to optimise and innovate their existing precision marketing strategies and improve their business performance.