Study On The Construction Of The Internet Retailing Persona System Used In Strategic Management

In the past twenty years,with the development of Internet and information technology,the Internet retail business has developed rapidly in china.The number of Internet retail customers has reached hundreds of millions of people,and the scale of the transaction has reached trillions of levels every year.After many years of explosive growth,the market environment of Internet retailing business has undergone new changes.No matter the number of customers or the scale of transactions,the growth rate has slowed down significantly.In the increasingly fierce market environment,the increasing number of customers and the diversified consumption demand have put forward new challenges to the strategic management activities of the Internet retail enterprises.In carrying out strategic activities,enterprises need to further analyze and understand customers and obtain relevant decision information.The Internet retail persona is a tagged customer model based on the information of the Internet retail customers’ registration,search,browsing,and transaction evaluation and so on,and on the basis of customer information of the external third party platform.Tags are highly refined feature labels abstracted from customer information,reflecting the overall picture of an Internet retail customer.The application of persona to the strategic management of Internet retail enterprises can help enterprises to know more accurately and deeply to understand the customers,understand the market,provide valuable decision-making information for the enterprise’s strategic management activities,and improve the strategic management level of the enterprises.Based on the related theories of strategic management,large data technology and customer relationship management,this paper studies the construction of Internet retail persona system for strategic management.This paper starts with the basic idea of putting forward questions-analyzing problems-solving problems.First,it expounds the necessary lines and feasibility of system construction,analyzes the theme of Internet retail customers and the modeling process of persona,and gives the logical model of the system.On this basis,the overall architecture and functional modules of the Internet retail persona system for strategic management are studied and designed.After the completion of the system,this paper makes a detailed analysis of the application of the system from four aspects,including the application target,the application characteristics,the application process and the key success factors of the application.Finally,this paper gives an outlook on the development of the Internet retail persona system for strategic management.This paper first proposes the application of persona to the strategic management of the Internet retailing industry.The relationship between persona and strategic management in Internet retailing business.Persona serves strategic management.Starting from the information demand of the Internet retail enterprises in the strategic management activities,this paper puts forward the construction scheme of the Internet retail persona system which is applied to the strategic management,and the content of the research has a certain innovation.As a new thing,the information related to persona can be limited by the public channel,and the research on the construction of the Internet retail persona system for strategic management is still blank,which makes the availability of relevant data limited,affecting the depth of the research of the article.