Research On Precision Marketing Strategy Of L Fashion Co.,Ltd.based On Mobile Internet

As China is energetically driving industrial transformation,it is imperative for women's clothing industry to update and innovate its marketing strategy since it is a traditional industry in a perfectly competitive market.In recent years,online women's clothing stays on the top of sales categories on Taobao's platform,with fierce competition.With the rapid growth of mobile internet technology and mobile communication infrastructure,the number of mobile intelligent terminal users in China surpassed that of personal computer users and became the mainstream,leading to changes in the online marketing environment.The huge market size brings about enormous data,and the breakthroughs in information and computer technology gradually enable data to create more value.Forcefully driven by data,the combination of digital economy and marketing strategy will bring enterprises significant room for growth and impetus.For enterprises,to keep pace with the fast-changing market,internet thinking and the support of information technology and data are a trend to adjust their own marketing strategies.For online women's clothing companies born with the DNA of the internet,precision marketing integrates the abovementioned resources and is able to make the most of their potentials and increase their efficiency.This article studies theories and methods regarding precision marketing and data mining.Then,according to precision marketing theory,it outlines the marketing situation of clothing company L,summarizes its problems and advantages in precision marketing,and formulates its mobile internet-based precision marketing optimization strategy,to improve customer experience,reduce marketing cost,and increase profitability.Horizontally,the whole optimization strategy integrates resources,unifies data management platforms,optimizes market segmentation and expands the coverage of precision marketing.Vertically,it deepens marketing precision,adds point-to-point marketing mode,and perfects the overall marketing system.According to online shopping behavior chain of consumers,it elaborates a precise navigation strategy,efficient conversion strategy,customer retaining strategy and customer development strategy.The optimized precision marketing strategy is committed to solving problems such as information overload,inefficient marketing and customer loss,and marketing model shifts the focus from customer groups to individual customers and deepens the practical application of data and information technology to marketing.While expounding on the concept of precision marketing,this article emphasizes the ways to use information technology to conduct precision marketing,uses data mining to analyze transaction data,user behavior and weblog,constructs a data model,chooses machine learning algorithm for customer classification,and builds a personalized recommendation system.Precision marketing meets future development requirements of enterprise marketing,so this article hopes to hereby explore new marketing models for small and micro businesses and provide marketing innovation of other online e-commerce and traditional industries with a reference.