| Since the government proposed the action plan of "Internet+" for the first time in 2015, Internet economy has witnessed rapid development. The e-commerce transactions in China reached 18 trillion yuan in total in 2015. Thus, China has become the world's largest Internet retail market. The market has preliminarily formed the market pattern, under which three to four comprehensive e-commerce enterprises are taking the lead. Some traditional enterprises have gradually marched into the field of e-commerce. By virtue of their professional advantages, which are integrated with the technology and philosophy of the Internet, they have further expanded and refined the application of the advantageous business in e-commerce. However, they have also experienced twists and turns during the transformation.S Company is a traditional enterprise of Fortune 500. In the end of 2013, the leading Party group of the company decided to energetically explore the model of new business, marketing and service in the field of customer service, and establish an e-commerce system of customer service. The company completed the construction of the e-commerce system in 2015. However, as a traditional enterprise, the company manifests the deficiency in the experience of e-commerce operation. In addition, it is confronted with such difficulties as poor popularity, limited number of registered users and orders. There is an urgent need to enhance the popularity and raise the conversion rate of orders through marketing means. At present, S Company's e-mall receives tens of thousands of users every day. With the widely distributed users, who bear different philosophies and habits of consumption, the traditional marketing model can no longer satisfy users' personalized demands. Meanwhile, after over a decade of information-oriented construction, S Company has been equipped with the technological conditions of data mining and the development of precision Internet+ marketing.Through the theoretical research of e-commerce and precision marketing, the current development of S Company's e-mall is organized in this paper. The strengths and many questions that exist in S Company's e-mall are found through SWOT analysis. The conditions that S Company has in conducting precision marketing are summarized, through which the current questions can be effectively solved. First of all, the market is segmented through the existing user data of the current e-mail, the target market and major marketing areas are determined, the positioning in the market is proposed and its own brand is established. Through the study of the precision marketing strategies adopted by the mainstream e-commerce and the fact that S Company's e-mall takes user attraction as the primary marketing objective in its initial establishment, marketing strategies that are suitable for its own development are formulated. These strategies, which include marketing, promotion, price and channel, are elaborated one by one. In the introduction of the ideology and theory of precision marketing, an emphasis is placed in the introduction of the method of conducting precision marketing through information technology. Furthermore, an introduction is also conducted on how to analyze the data of transaction, user behavior and weblog in the system through the tool of data mining, and further construct a data model, which segments the main body of users into four types of characteristic users, namely, e-mall experts, energy-saving pioneers, home appliance, and science, technology and fashion. Precision marketing is the future development trend of marketing. E-commerce industry must select the mode of precision marketing as the breakthrough of its marketing. Therefore, it is highly worthwhile to further understand and grasp precision marketing, and put it into practice. |
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