User Big Data Technology Application Of Traditional Merchants In New Retailing Environment

Under the new retailing background,e-commerce companies have transformed and upgraded the offline physical experience stores and unmanned stores to make up for their experiential and instant disadvantages,alleviating the disappearance of ecommerce dividends and the lack of development.E-commerce companies use their online reputation,rich data reserves,and excellent technical means to carry out offline store operations supported by big data.Using online data strengths and empowerment experience,users have gained with good experience services and shopping services,the new retailing e-commerce has quickly occupied a larger offline market share.However,before the emergence of new retailing e-commerce,traditional retail enterprises lost a large number of markets due to the influence of e-commerce.The emergence of physical stores under the e-commerce line distracted the experience advantages of traditional retail enterprises and was involved in the intense and homogenized market competition.In the data age,the decision-making of enterprises has shifted from “selfvalue” to “data analysis”,and data has become an important resource for enterprises to make decisions and open up markets.In the new retailing environment,traditional retail companies must effectively use user data to assist decision-making and operations in order to capture a large market share.This paper uses content analysis method,case study method,comprehensive induction method and other methods to study the application of big data technology of traditional merchant users in the new retailing environment.Before proposing the specific application of the user big data technology in this paper,we points out the challenge of the traditional retailing business of E-commerce and the theoretical support and technical support of the traditional merchant user big data application,and provides the research foundation for the development of the following.The fifth chapter of user data utilization mode is based on the data acquisition in Chapter 3 and the data analysis in Chapter 4.Data acquisition and data analysis are the basis of data utilization,and data utilization provides guidance for data acquisition and data analysis.Based on the potential value of user data to carry out user data acquisition,we propose two data tracking acquisition channels and user unique identification technology,user data tracking acquisition technology;The data analysis mainly introduces the data preprocessing method and fusion method,and how to get coarse-granularity demand and fine-granularity demand,how to analyze individual user characteristics and group user characteristics;After analyzing how to obtain data and how to analyze the data,we put forward the overall framework of user data utilization model,and summarize the specific strategies of traditional retail enterprise user data utilization based on user data value.The specific strategies utilized to provide guidance for the use of user data in traditional retail enterprises.Finally,taking ZhouHeiYa as an example,the current status of its user big data technology application is analyzed,and its strategy guidance is provided for its further application.