The Protection Of Personal Information In Big Data Precision Marketing

As the projection of the advertising industry,the precision marketing--the main application result of big data technology,has break the traditional marketing model and gradually become the general trend of the advertising industry due to its effective precision.With the deepening of informationization degree in China,the value of data is also constantly emerging.The implementation of precision marketing depends on the excellent advantages of big data technology in data processing and analysis.Behind accurate and effective precision marketing,huge amounts of data resources get into the processor platform,including tens of thousands of individual information:individual identity information,browsing history,consumer preferences,etc.These informations can be analyzed and developed to provide accurate service according to consumer preferences for them.However,the issues cannot to be ignored that the individual information infringementcould be a serious problem while all the enterprises are eager to satisfy the personalized needs of users.Therefore,it is extremely necessary and difficult to find a balance between the interests of precision marketing of Internet big data and the individual informationprotection rights of consumers.In May 2018,The General Data Protection Regulation(GDPR)of the European Union was formally introduced.Due to the extensive coverage and strict punishment means,this legislation will bring profound impact on Chinese enterprises in the context of economic globalization.Based on previous research and the characteristics of big data precision marketing,the present paper carry research on the dilemma concerning individual information protection under the status of precise marketing in China.Meanwhile,Multidimensional empirical analysis are intended to carry so that we can find out the causes for current dilemma.In the end,based on the value of GDPR kernel and legislative framework,legislative inspiration and solutions which are suitable for the present situation for China should be brought out.