Research on the Integration of Big Data Technology and Precision Marketing in E-commerce Enterprises

With the development of Internet information technology, the era of big data has come. Based on the background of big data and the current situation of precision marketing of Chinese commercial enterprises, this paper analyses the impact of big data technology on precision marketing of e-commerce enterprises, and puts forward the integration approach of big data technology and precision marketing of e-commerce enterprises from the aspects of establishing large data precision marketing model, precise market positioning, personalized recommendation and customization. Finally, the safeguard measures of large data precision marketing are put forward. 1. Current Situation of Precision Marketing of E-Commerce Enterprises in China The development of e-commerce in China originated in the 1990s, and its scale and speed of development are very rapid. According to the survey data of China's e-commerce trading platform statistics bureau, China's e-commerce trading volume continued to grow from 2013 to 2017. In 2017, China's e-commerce transactions amounted to 29.16 trillion yuan, with a rapid growth rate. Precision marketing refers to the individualized service system that enterprises communicate with customers by means of modern information technology on the basis of accurate market positioning, thus realizing a low-cost and measurable market development path for enterprises. [1] Because precision marketing has many advantages, such as low cost, good efficiency and high efficiency, in recent years, with the continuous development and growing competition of e-commerce industry, some e-commerce enterprises in China began to use precision marketing strategy. The common practice is that when consumers browse the relevant goods of interest, the system will automatically recommend the products they may buy and are interested in to consumers according to their online consumption and browsing records, thus facilitating the possibility of consumers' one-time or second-time consumption. In addition, e-commerce enterprises also use the data information of micro-blog, micro-mail, QQ, community and other platforms to conduct in-depth collation and analysis, so as to infer the services or commodities consumers may need in the future, and then targeted advertising. However, there are some problems in the application of precise marketing strategies in China's commercial enterprises, such as limited understanding of precise marketing, lack of effective use of data resources in marketing decision-making by virtue of experience, difficulty in achieving precise marketing through single communication in marketing process, lack of value-added services for consumers, inadequate data mining technology, network infrastructure is relatively backward, and lack of complex precise marketing personnel and other issues. [2] 2. The Opportunities and Challenges of Big Data Technology to the Marketing Model of E-Commerce Enterprises The surface meaning of big data is that the total amount of data is very large, and its deeper meaning is to collate and analyze the data through professional means. Nowadays, through the analysis and collation of large data with relevant special tools and specialized technical means, the 2019 9th International Conference on Information and Social Science (ICISS 2019) Copyright © (2019) Francis Academic Press, UK DOI: 10.25236/iciss.2019. 031 168 original seemingly "useless or low unit value" database can be indirectly transformed into the business value of the enterprise, thus bringing great help to the decision-making and business activities of the enterprise. With the continuous development of the times, more and more industries and fields pay more attention to the investment of big data technology and grasp the commercial value it brings. CCW Research shows that with the in-depth development of artificial intelligence, Internet and other related technologies and concepts and their application to the market, China's large data market has great potential for development. The development scale of big data market in 2019 may reach 2.06 billion yuan, and that in 2021 may reach 51.4 billion yuan. Thus, big data has become a torrent to promote the development of e-commerce enterprises. It is no exaggeration to say that the competition of e-commerce enterprises in the future will largely be the competition of e-commerce enterprises' ability to use big data. 2.1. The Opportunities of Big Data for Business Enterprises. Large data has a large data capacity and a wide range of data types, such as unstructured data such as user browsing records, dynamic behavior trajectories, consumer preference analysis and so on. Through collecting and sorting out data, e-commerce enterprises can further analyze consumers' consumption habits and satisfaction after consumption, adjust product types and production and trading processes according to users' information feedback, formulate reasonable marketing strategies, improve personalized service system, enhance consumers'user experience, establish long-term, stable and trustworthy friendly relationship between customers and platforms, effectively improve the level of e-commerce services, reduce transaction costs and improve customer delivered value. [3] 2.2. The Challenge of Big Data Development to Business Enterprises. E-commerce enterprises use big data technology to promote the innovation of enterprise marketing mode, and help enterprises to grasp the market more comprehensively and accurately. But at the same time, it also brings some challenges to enterprises invisibly. For example, at present, many e-commerce enterprises have strengthened the collection and integration of online personal commodity browsing records, behavior browsing trajectories and other information of consumers, and through further analysis to tap consumers'consumption potential and future purchasing tendency. However, the lack of data security protection in enterprises and the lack of a rigorous system management model for user data can easily lead to the leakage and abuse of consumer personal information. In addition, although the current cloud computing applications are very popular, the technical level continues to improve, but in the actual application process, the cost of investment is too high, the general small and medium-sized e-commerce enterprises are difficult to bear, and so on. 3. Integration of Big Data Technology and Precision Marketing in E-commerce Enterprises 3.1. Precision Marketing Model of E-commerce Enterprises in the Background of Big Data. Under the background of the rapid development of big data technology, it is an inevitable trend for e-commerce enterprises to use big data for accurate marketing and improve marketing effect. Firstly, e-commerce enterprises need to collect consumer data and subdivide the consumer market on the basis of the collected data. Secondly, market research, data screening and data supplement are carried out for market segmentation. Thirdly, we construct a consumer database to map the unique consumer preferences and perceptions of different consumers according to the data of different consumers, and finally present them in the form of "user portraits". Fourthly, the enterprise carries out in-depth analysis of the massive data contained in the database, develops the deep-seated commercial value of the data, and formulates the market development strategy of precision marketing based on the development status of the enterprise itself and the characteristics of the products it operates. Fifthly, through the transaction data of consumers and the feedback of