大数据技术在电子商务精准营销中的应用研究

Research on the Application of Big Data Technology in E-Commerce Precision Marketing

摘要: 随着电商行业的快速发展，传统营销模式已难以适应市场新需求，精准营销成为关键策略。通过大数据技术在电商精准营销中的应用原理、关键技术与方法来阐述大数据助力电商实施精准营销。但是大数据技术的应用也面临数据质量、技术人才、合规性、数据安全和整合共享等挑战。针对这些挑战，提出了提升数据质量、加强技术与人才培养、强化合规性与隐私保护、加强数据安全风险防控及打破数据整合与共享壁垒等对策，从而提升电商营销效率、用户满意度、进而增强企业的竞争优势。

Abstract: With the rapid development of the e-commerce industry, the traditional marketing model has been difficult to adapt to the new needs of the market, and precision marketing has become a key strategy. The application principles, key technologies and methods of big data technology in e-commerce precision marketing are used to illustrate that big data helps e-commerce to implement precision marketing. However, the application of big data technology also faces challenges such as data quality, technical talents, compliance, data security and integration and sharing. In response to these challenges, countermeasures are proposed to improve data quality, strengthen technology and talent training, enhance compliance and privacy protection, strengthen data security risk prevention and control, and break the barriers to data integration and sharing, so as to enhance e-commerce marketing efficiency, user satisfaction, and thus strengthen the competitive advantage of enterprises.