Strategic Research Of Accurate Marketing Of A Taobao Small E-commerce Under The Background Of Big Data

In the current era of big data,the mastery degree of big data has become the source of new economic value.Data turns to be a new commercial capital which will create economic interest.As e-commerce is rapidly developed in recent years,the data exploration and the accurate application in marketing seem to be more and more important.It has become the hot topic to get the useful potential information and apply into marketing by exploiting and applying the big data resource,so as to lower down the ad.cost and improve profit.This essay has provided constructive recommendation to the accurate marketing of enterprises by referring to the result of data exploration in the aspect of operation of small businesses.It has done some research on the mode of purchasing behavior and predicted the purchasing behavior in e-commerce by summarizing how to apply the data exploration technology and referring to the sales data,so as to guarantee that merchants are able to accurately aim at the target clients and their hobbies and then pointedly select merchandise,place these merchandise on the shelves,do promotion and selling,and finally realizing the target of improving selling profit.This article has emphasized the merchandise selection and placement on the shelves and arranged classification summarization and modeling analysis of product features by statistic analysis.It has collected the selling data and concluded the strategic of product selection on the basis of selling characteristic first.Then it has set up the factor selection mode by MNL mode and arranged empirical analysis to conclude the shopping behavior mode and then preliminarily predicted the product preference of clients.Moreover,it has concluded the accuracy by comparison with the real data and finally speculated the promotion selection of merchandise placement on the shelves and got the targeted client group and the copying style.Here's the innovation of the research in this essay: it has started from the analysis of the practical problems confronted by merchants during the store operation and done some research on the activities which are valuable for small e-commerce from the aspect of middle and small-sized enterprises under the condition of paying attention to the subscriber information generally.Let's take the stores in Taobao for example.They have arranged empirical analysis by grouping,summarizing and comparing the selling data of perfume for the whole month on Taobao platform,accurately aiming at getting the scope of target client group by Taobao& Tmall platform analysis,territory analysis and vendor& buyer analysis.After that,they've created the client selection mode by selecting suitable tool and paying more attention to those received vendor attributes which will make influence on purchasing behavior and exploited& analyzed the purchasing data in the way of quantification to conclude the relative influence factors and predict the purchasing behavior.Finally it'll be available for them to do accurate marketing of products in the targeted direction in the purchasing service and promotion in future.Most of the domestic researches have got the qualitative conclusion to the purchasing behavior by quantitative modeling of the questionnaire data.This essay has speculated the qualitative conclusion by selling analysis of target market and the modeling research of buyer demand preference on the basis of actual deal record of e-commerce.What's more,it has concluded the actual probability of purchasing behavior by MNL model and got the higher accuracy.It's easy to find out that it's not rough qualitative analysis which will provide evidence for the accurate marketing and guarantee that it's possible to do the actual operation of the research due to the mode getting close to reality.