Abstract
With the rapid development of e-commerce, a large amount of consumption data has been generated, and consumers have also put forward personalized requirements for the purchased goods, so the traditional marketing model has not been able to better meet the needs of customers. Therefore, it is very important to study the precision marketing method in the e-commerce environment. This paper first expounds the significance of precision marketing, then summarizes the process of data mining in e-commerce, and proposes a precision marketing model based on big data analysis. Finally, from the aspects of timeliness of data, multi-dimensional data collection, and improvement of user cohesion, the paper gives the precise marketing strategy in the e-commerce environment.
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Fu, L. (2020). Precision Marketing Method and Strategy Based on Big Data Analysis in E-Commerce Environment. In: Atiquzzaman, M., Yen, N., Xu, Z. (eds) Big Data Analytics for Cyber-Physical System in Smart City. BDCPS 2019. Advances in Intelligent Systems and Computing, vol 1117. Springer, Singapore. https://doi.org/10.1007/978-981-15-2568-1_148
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DOI: https://doi.org/10.1007/978-981-15-2568-1_148
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