The Study On Big Data In Personalized Marketing Of E-commerce

With the continuous development of network technology and logistics industry, e-commerce industry also will continue to grow. In the meantime the amount of information in the form of e-commerce platform grow exponentially, IT marketing entered the stage of DT marketing promotion, DT data precision marketing will greatly affect the business enterprise development path and morphology. Nowadays, China's e-commerce industry is undergoing a new round of data revolution. Data-driven marketing has become a consensus, 2016,will be the key year for realization of marketing data. And e-commerce businesses need to build competitive advantage by improving consumers' shopping experience, because the needs and shopping preferences of each consumer are not the same, it is imperative for different consumers personalized marketing.Within 10 years, Taobao has become one of the leaders from the unknown to a phenomenon in the e-commerce industry not only in China but also in the world, and accomplish the evolution from a product and a service to a ecology platform. The total sales of 91.2 billion Yuan have been reached only on the double-eleven day of 2015. Taobao can be described as a miracle of e-commerce sector, behind this personalized marketing cannot be ignored. Taobao gathers data such as consumer buying behavior, to provide targeted guidance service for consumers on the website. Taobao attaches great importance to the participation and experience of users, and carry out specific to individual personalized marketing, turning the huge amounts of data into a web site sales growth. Through the analysis of the case, the personalized marketing ways and methods of Taobao are concluded.This article is intended to summarize the common experience and regularity from the particular to the general, from personality to the common law, in order to give full play to the role of big data era of personalized marketing and consumer experience in order to improve website conversions, with a view to provide some experience and method to other e-commerce companies in the use of personalize marketing.