AI在服装电商精准营销中的应用研究

Research on the Application of AI in Precision Marketing for Fashion E-Commerce

摘要: 随着AI技术的快速发展，电子商务尤其是服装类电商已经开始在精准营销方面积极尝试，致力于给用户提供更好的体验以及更好的转化与粘性。基于此，本文基于服装行业，从数据收集、用户画像构建、个性化推荐等三个方面探讨了AI在电商精准营销的应用。发现AI在服装电商精准营销中的应用存在个性化推荐算法精准度不足、数据收集流程不规范、复合型专业人才短缺等问题，提出了优化个性化推荐算法、规范数据收集流程、培育复合型专业人才等AI在服装电商精准营销中的营销策略，以期进一步推进服装电商的长期、稳定发展。

Abstract: With the rapid advancement of AI technologies, e-commerce—particularly fashion e-commerce—has begun actively exploring precision marketing to enhance user experience and improve conversion rates and customer retention. Based on this context, this paper focuses on the fashion industry and investigates the application of AI in precision marketing from three perspectives: data collection, user profiling, and personalized recommendation. The study identifies several challenges in applying AI to precision marketing in fashion e-commerce, including insufficient accuracy of personalized recommendation algorithms, non-standardized data collection processes, and a shortage of interdisciplinary professionals. To address these issues, the paper proposes corresponding strategies such as optimizing personalized recommendation algorithms, standardizing data collection procedures, and cultivating interdisciplinary talent. These recommendations aim to further promote the long-term and stable development of fashion e-commerce.