大数据驱动下电商平台精准营销模式创新及实施路径

Innovation and Implementation Path of Precision Marketing Model for E-Commerce Platforms Driven by Big Data

摘要: 面对日趋饱和的电商市场，企业的竞争焦点已从流量争夺转向“数据智能”驱动下的精准触达与价值转化。精准营销作为电商企业数字化转型的关键环节，正依托数据挖掘、用户画像与智能算法，实现从“人找货”到“货找人”的发展。然而，部分平台仍存在数据质量低、营销定位模糊、同质化竞争严重及数据安全风险突出等问题，制约了精准营销的实际效能。基于此，本文将针对大数据驱动下电商平台精准营销模式创新及实施路径展开探讨，构建以数据要素整合、用户价值洞察与智能决策优化为核心的大数据精准营销模式框架，旨在形成高效、智能、可持续的精准营销新生态。同时，本文将该框架与顾客关系管理理论、数字平台生态系统理论加以融合，揭示大数据情境下电商平台由“交易导向”走向“关系共创、生态协同”的内在机理，从而拓展电商精准营销研究的理论视角与解释边界。

Abstract: Facing an increasingly saturated e-commerce market, the competitive focus of enterprises has shifted from competing for traffic to achieving precise reach and value conversion driven by “data intelligence”. As a key component of digital transformation for e-commerce enterprises, precision marketing relies on data mining, user profiling, and intelligent algorithms to evolve from “people searching for products” to “products finding people”. However, some platforms still face challenges such as low data quality, unclear marketing positioning, severe homogenized competition, and significant data security risks, which limit the effectiveness of precision marketing. Based on this, this paper will explore the innovation and implementation path of the precise marketing model driven by big data in e-commerce platforms, and construct a framework of big data precise marketing model with the integration of data elements, user value insight and intelligent decision-making optimization as the core, aiming to form a new ecosystem of efficient, intelligent and sustainable precise marketing. Meanwhile, this paper will integrate this framework with customer relationship management theory and digital platform ecosystem theory to reveal the internal mechanism of ecommerce platforms’ shift from “transaction-oriented” to “relationship co-creation and ecological collaboration” in the context of big data, thereby expanding the theoretical perspective and explanatory boundary of e-commerce precise marketing research.