大数据精准营销下的网络营销策略研究

Research on Network Marketing Strategies under Big Data Precision Marketing

摘要: 随着中国进入信息化时代，数据呈现爆发式增长态势，大数据在网络营销领域的影响力日益凸显，成为推动营销工作不可或缺的重要力量，本文在对网络营销核心概念进行简要阐述的基础上，深入剖析了大数据时代网络营销所展现出的独特优势，同时指出网络营销策略存在的同质化与规模化问题、大数据在电商营销中的应用瓶颈、客户需求分析不足等问题，并在此基础上探讨了大数据精准营销背景下的网络营销策略的优化路径。

Abstract: With China entering the information age, data is showing an explosive growth trend, and the influence of big data in the field of online marketing is becoming increasingly prominent, becoming an indispensable force in promoting marketing work. Based on a brief explanation of the core concepts of online marketing, this article deeply analyzes the unique advantages of online marketing in the big data era, and points out the problems of homogenization and scale in online marketing strategies, bottlenecks in the application of big data in e-commerce marketing, and insufficient customer demand analysis. On this basis, it explores the optimization path of online marketing strategies in the context of precision big data marketing.