Research Intelligent Precision Marketing of E-commerce Based on the Big Data

Jianhui Zhang and Junxuan Zhu

Journal of Management and Strategy, 2014, vol. 5, issue 1, 33-38

Abstract: This paper analyzed and summarized the development path of electronic commerce marketing based on the big data; the related aspects of intelligent precision marketing framework has been designed combined with smart technology; and describes its functional structure and operational processes. Taking into account the differences between e-commerce and traditional retail industry; constructed RFMA model combined with characterizes of the electricity suppliers, by means of k-means clustering to achieve the client's "precision" division. Finally, verified the model of marketing by a c2c transaction data, clarify this model could develop precise marketing strategies to deal with the challenges posed by big data has some significance.

Keywords: big data; electronic commerce; precision marketing (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:jfr:jms111:v:5:y:2014:i:1:p:33-38

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