Research On The Optimization Of Vipshop's Precision Marketing Strategy Under The Background Of Big Data

In modern times,the data and information has become very popular resource that all walks of life chased.For example,in the case of e-commerce industry,the traditional marketing mode of mass AD,it is behind The Times.How to use data value to guide enterprise's precision marketing,improve precision marketing and innovative precision marketing model.It is particularly important for current e-commerce enterprises,especially for the developing Vipshop.This paper is based on the theory of accurate marketing and big data.With the fundamentals of Vipshop management and marketing,learn more about it's precise marketing profile.Through SWOT model analysis,the strategy proposal of Vipshop was extracted.Combined with the way of questionnaire investigation and comparative analysis.In-depth analysis of that problem of Vipshop precise marketing and the cause of these problems.It has been found that Vipshop's original precision marketing strategy has some problems.That are inaccurate user portraits,not personality sorting,not accurate recommendation,ineffective online marketing and low user satisfaction.Combined with the current e-commerce development situation and Vipshop's strategic recommendations,and precision marketing theory analysis.Use that to refine the optimized plan of Vipshop precision marketing.By optimizing the three levels of Vipshop,that are data collection,data platform processing and precision marketing applications.Properly solve the problem of Vipshop precision marketing at this stage,and through the optimization measures to ensure that the implementation of the safeguard measures.Hoping to improve Vipshop's competitiveness and help it achieve low-cost expansion.Make it possible to play a field in the field of e-commerce.This paper combines big data and precise marketing theory,and make it to apply in the marketing of e-commerce enterprises.By optimizing Vipshop precision marketing strategy,in order to solve the current Vipshop precision marketing problem.It is hoped that the process of precision marketing can be applied to other types of e-commerce enterprises,providing reference and reference value.