| This paper is based on the basic theory of e-commerce and precision marketing, through the analysis of the marketing quo of Chinese B2C e-commerce mode, find out the problem of B2C e-commerce in marketing. Combining with the precision marketing characteristics of case companies Amazon of China, discusses how to carry out precision marketing in the B2C e-commerce mode. Some practical and feasible suggestions and ideas such as strengthening the application of modern information technology, completing the market positioning, applying various marketing means flexibility, improving the communication services and customer relationship management system, aimed to help enterprises to do a good job of marketing, increasing corporate profits.This Paper is divided into six chapters. Chapter I describes the background and significance of the research, the main contents of this article, research methods, etc. Chapter Ⅱ introduces the B2C e-commerce, precision marketing and the theoretical basis for this article. Chapter III has carried out a precision marketing analysis of B2C e-commerce in China, finding B2C e-commerce in terms of market positioning, common marketing problems, obtains precision marketing’s implementations and features in B2C e-commerce. The fourth chapter describes the development case of Amazon of China, focusing on the precision marketing status of Amazon of China. The fifth chapter proposes the B2C e-commerce precision marketing solutions combined with case analysis of Amazon of China, from the technical support, market positioning, marketing, communication and customer relationship management (CRM).The sixth chapter is summary and outlook. |
