用户偏好导向在电子商务营销中的应用潜力

Application of User Preference Orientation in E-Commerce Marketing

摘要: 偏好是行为经济学中的一个重要概念，个体在选择和决策过程中基于个人倾向性对特定选项的偏好，表现出相应的选择模式和行为特征。行为经济学通过建模分析经济主体的非理性行为及其偏好与社会环境的关联为电商营销策略提供了理论指导，本研究结合大数据信息技术构建用户画像的实践经验，举例以偏好为导向的营销策略在电商的应用场景，探讨了以偏好模型为导向的营销策略在电子商务营销领域的应用潜力。

Abstract: Preference is an important concept in behavioral economics. Individuals show corresponding choice patterns and behavioral characteristics based on their personal preferences for specific options during the selection and decision-making process. Behavioral economics provides theoretical guidance for e-commerce marketing strategies by modeling and analyzing the irrational behavior of economic entities and the relationship between their preferences and the social environment. This study combines the practical experience of e-commerce in building user preference models, gives examples of the application scenarios of preference-oriented marketing strategies in e-commerce, and explores the application potential of preference model-oriented marketing strategies in the field of e-commerce marketing.