Study On Vipshop Precision Marketing Strategy In The Era Of Mobile Internet

The development of mobile Internet has promoted the transformation of e-commerce marketing mode from extensive to precise intensive,and precision marketing came into being.However,due to the limitations of the previous technical conditions,and did not dig deep and make full use of the existing data to develop precision marketing.After entering the era of mobile internet,with the development of technologies such as,big data and artificial intelligence,the ability of enterprise to precision marketing has also been greatly improved.Under this background,it is innovative and of great practical significance to study the precision marketing strategy in the field of e-commerce.Based on the background of mobile Internet and the application of precision marketing theory in ecommerce enterprises,this thesis makes an in-depth analysis of the case of Vipshop precision marketing strategy under the background of mobile Internet by using case analysis,consumer research,enterprise interviews and other research methods.The current precision marketing of Vipshop has imperfect user image information,insufficient brand and commodity sorting,low accuracy of personalized recommendation system,general message marketing effect and less user feedback channels.This thesis finds out the causes of the problems through user survey,external marketing environment analysis and SWOT analysis of Vipshop precision marketing.Finally,the thesis combined with case,theoretical research,and successful experience of other e-commerce enterprises,to sort out and study from different perspectives in the application of the current e-commerce precision marketing,to refine and summary the framework system of precise marketing optimization composed of four levels.This thesis aims at discussing the impact of big data and personalized algorithms on e-commerce marketing in the era of mobile internet,hoping to study and summarize new precise marketing strategies suitable for e-commerce enterprises,so as to refer to the marketing innovation and application of e-commerce in the era of mobile internet.