The Research Of Consumer Behavior And Precision Marketing In Big Data Era

The appearance of some emerging services and technologies such as cloud computing, internet of things and social network has made an unprecedented growing rate of the types and scales of human society data. Data has transformed into a fundamental resources and not just the simple processing object. So how to manage and use the big data has become the topic of universal concern. At the same time, with the increase of people’s life standard and expansion of consumption, the personalized demand of consumer has been a trend. All of these make the company implement new market strategy to meet the consumer needs. Therefore, based on the behavior of the consumer research, the paper is going to study how to make the high-efficiency strategy of precision marketing in the age of the big data with appropriately use of modern technoledge.The paper combines the method of theoretical analysis with empirical research, under the guidance of precision marketing concept, select indicators for consumer behavior based on the modern consumers’ character. Then the paper searches for precision marketing strategy based on the consumer data mining technology. The main contents are as follows:First, the paper discusses the effects of consumer behavior and precise marketing by big data. Big data has brought many impacts of modern business and management and the transformation of the era has begun under its influence. Then the paper respectively analyses the impact on consumer behavior and the precision marketing of the big data and the opportunity and challenge that the precision marketing has faced.Second, based on the study of consumer behavior characteristics and influence factors, the paper discusses the relationship between the consumer behavior and precise marketing. On the basis of things that have been discussed, the paper builds the theory model of precision marketing, puts forward the theoretical assumptions and makes the empirical analysis. This is the core part of the paper. The main research content includes the following three categories: consumer decision-making behavior analysis, consumer buying behavior analysis and consumer loyalty behavior analysis. The paper creatively puts forward the measure index system of consumer behavior and uses questionnaire, correlation analysis, regression analysis and other methods for hypothesis test. In addition, the paper uses the cross analysis to analyze the influence of precision marketing by consumer characteristics.Third, on the basis of the model research, the paper puts forward the strategies of the precision marketing from the consumer decision-making behavior, buying behavior, and loyalty behavior. This paper comprehensively considers retailers, products and consumers, develop targeted precision marketing strategy for three different types of consumers which are traditional type, compound type and modern type. At last, the paper makes the precision matketing strategies based on the thorough understanding of consumer demand and the research of consumer’s character influence on the precision marketing.