新零售背景下技术赋能生鲜电商的精准营销体系构建——以深度学习驱动的生鲜商品自动识别与分类为例

Construction of a Precision Marketing System for Fresh E-Commerce Empowered by Technology in the Context of New Retail—A Case Study of Automated Fresh Product Recognition and Classification Driven by Deep Learning

摘要: 新零售背景下，生鲜电商的发展受限于商品非标准化、易腐性与传统营销模式之间的深刻矛盾，其核心在于营销决策与商品实时状态间的“数据断层”。本文旨在构建一个以深度学习驱动的生鲜商品自动识别与分类技术为数据引擎的精准营销体系，以解决此困境。研究首先剖析了生鲜电商现有营销模式的痛点，继而阐述了自动识别技术通过“数据感知–标签关联–策略触发–闭环反馈”机制赋能营销的理论逻辑。论文的核心贡献在于提出了营销导向的技术适配理论，将识别维度从生产分级重新定义为服务于消费决策的营销特征体系，并构建了一个覆盖售前引流、售中决策、售后关系深化全链路的精准营销动态闭环系统。该体系通过融合识别数据与用户数据，重构用户画像，实现分场景的智能推荐、动态促销与互动服务，最终为生鲜电商达成降本、增效与提升用户体验的战略目标提供了系统的理论框架与实践路径。

Abstract: In the context of new retail, the development of fresh food e-commerce is constrained by the fundamental contradiction between the non-standardized, perishable nature of the goods and traditional marketing models, rooted in a “data gap” between marketing decisions and the real-time status of commodities. This paper aims to construct a precision marketing system that utilizes deep learning-based automatic recognition and classification technology of fresh products as a data engine to address this dilemma. The study begins by analyzing the pain points of existing marketing models in fresh food e-commerce, then elaborates on the theoretical logic of how automatic recognition technology empowers marketing through a “data perception-label association-strategy triggering-closed-loop feedback” mechanism. The core contribution of this research lies in proposing a marketing-oriented theoretical adaptation framework, redefining the dimensions of recognition from production grading to a marketing feature system that serves consumer decision-making. Furthermore, it constructs a dynamic closed-loop precision marketing system covering the entire process from pre-sale (drainage), in-sale decision-making, to post-sale relationship enhancement. By integrating recognition data with user data to reconstruct user profiles, this system enables scenario-specific intelligent recommendations, dynamic promotions, and interactive services, ultimately providing a systematic theoretical framework and practical pathway for fresh food e-commerce to achieve the strategic goals of cost reduction, efficiency enhancement, and improved user experience.