Research On Precise Marketing Strategy Optimization Of W Internet Company Based On User Portrait

China has entered a stage of rapid development of the digital economy,with increasingly fierce competition among Internet enterprises.Users,as an important resource for enterprises,have become the focus of competition among enterprises.The traditional product centered marketing method can no longer adapt to the development of the times.Nowadays,a user centered marketing model has gradually been formed.How to obtain more users and provide better personalized services for different users in order to achieve precision marketing has become a difficult problem hindering the development of many interconnected enterprises.In its early days,the W Internet company developed rapidly with a unique "music+social" model.Its outstanding social attributes and personalized song list recommendation are its characteristics.However,in recent years,there have been problems such as slower user growth,inaccurate personalized recommendations,and poor marketing effectiveness.The essence is that user market segmentation and marketing are not well done,indicating that there is still room for improvement in precision marketing.Under this background and context,this thesis takes W Internet enterprises as the research object,combines the concept of user portraits and precision marketing theory,uses the Five Forces Model,SWOT analysis,and 4C marketing theory to conduct in-depth analysis and exploration of the existing problems of the enterprise,and obtains the current competitive situation and marketing strategy problems of W Internet enterprises.Using user portraits as a way to solve the optimization of precision marketing in W Internet enterprises,we collected data through questionnaires and constructed a prediction model for user portraits in W enterprises from multiple dimensions.Based on this,combined with the STP market segmentation theory and the 4R principle of precision marketing,four major directions of precision marketing optimization strategies are proposed,namely,four kinds of "right" precision marketing optimization solutions.Finally,a set of precision marketing strategy optimization plans for W Internet enterprises will be formed.This research has certain reference value for W Internet enterprises to implement precision marketing optimization.