A thesis Submitted to
University of Scienceand Technology Liaoning
by
Liang Xiao
(Majoring in Business Administration)
Supervisor:Prof.Hou Xilin
March 4,2018
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独创性声明
本人声明所呈交的论文是我个人在导师指导下进行的研究工作及取得的研
究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他
人已经发表或撰写过的研究成果，也不包含为获得辽宁科技大学或其它教育机构
的学位或证书而使用过的材料，与我一同工作的同志对本研究所做的任何贡献均
已在论文中作了明确的说明并表示了谢意
论文作者签名： 日 期： 年 月 日
关于论文使用授权的说明
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中 文 摘 要
互联网科技、信息技术的发展，推动着大数据时代的到来。大数据给全社会
带来了新的视角，也让各行各业意识到了数据的潜在价值，大数据应用领域也越
来越广泛。随着人们个性化需求的不断增强，被称之为“数据收藏家”的电子商
务企业，在大数据技术的支持下获得了跨越式的发展，且最成功之处就是大数据
精准营销。电商企业依托大数据，对客户信息进行采集、分析、处理，从而用更
加精准的方式实现营销。可是大数据作为新兴技术，其应用程度及范围还比较局
限，很多电商企业存在着盲目收集数据的现象，缺乏数据应用及创造价值的意识，
在技术使用上也缺少理论依据，不知道如何应用大数据实现精准营销。由于实际
应用先于理论指导的原因，在电商企业大数据精准营销方面也缺乏相应的研究
本文是在大数据背景下，以我国电商企业精准营销为研究对象，在收集大量
文献及实际案例的基础上，运用文献分析法、案例分析法、对比分析的方法深入
研究大数据视角下电商企业精准营销的价值，在此基础上重点提出相关策略，为
妥善解决目前出现的问题，进一步推动大数据精准营销的应用提供详细参考与指
导，同时完善大数据精准营销相关理论研究。首先本文对电商企业、大数据精准
营销现状进行了分析，总结出目前的问题，并对问题的原因进行了阐述；其次，
为深入了解大数据精准营销的意义及必要性，本文从企业、客户、社会三个角度
提出大数据精准营销的价值。对于电商企业，其价值体现在降低成本、提高营销
效果、预测市场、推动商业创新；客户方面有助于加强双向交流、提升体验；社
会方面不仅能够促进精准营销模式的推广，更助力大数据技术的发展；再次，解
决电商企业大数据精准营销的问题要从能力要求、过程及策略三方面入手，能力
要求是指数据、技术、思维、人才方面的需求，也是应用大数据精准营销必备的
条件；过程模型是大数据精准营销的应用流程；策略研究能够为电商企业提供参
考借鉴，是本文的研究重点。最后，为完善大数据精准营销的发展，本文从企业、
行业、政府三个层面提出建议，进一步助力电商企业大数据精准营销
关键词：大数据；精准营销；电商企业
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ABSTRACT
The development of Internet technology and information technology has
propelled the era of big data. Big data brings a new perspective to the whole society
and enables all walks of life to realize the potential value of data. The field of big data
technology is also becoming more and more widespread. With the increasing demand
for personalization, the e-commerce enterprises, which is called data collector, has
achieved leapfrog development with the support of big data technology, and the most
successful part should be the precision marketing of big data. Collecting, analyzing
and processing customer information by big data, e-commerce enterprises can use
more precise ways to achieve marketing. However, as an emerging technology, big
data is still limited in its application and scope. There is a phenomenon of collecting
data blindly, lacking of data application and awareness of creating value in many
e-commerce enterprises. In the use of technology, there is also a short of theoretical
basis, and do not know how to use big data to achieve precision marketing. Due to the
fact that practical application precedes theoretical guidance, there is a lack of
corresponding theoretical research on the precision marketing of big data for
e-commerce enterprises.
This paper takes the precision marketing of Chinese e-commerce enterprises as
the research object in the perspective of big data, based on the collection of a large
number of documents and the actual cases, using ducument reasearch, case stugdy and
comparative analysis to deeply study the value and strategy of precision marketing of
big data in e-commerce enterprises. In order to solve the problem of big data precision
marketing for e-commerce enterprises and further promote the application to provide
detailed reference and guidance, while improving the theoretical research of precision
marketing in big data. First, this paper analyzes current situation of e-commerce
enterprises and big data precision marketing, summarizes the problems and explaines
the reasons. Next, to understand the meaning and necessity of precision marketing of
big data, the paper puts forward the value of precision marketing in big data from
three aspects of enterprise, customer and society. Its value lies in reducing the cost,
improving the marketing effect, predicting the market and promoting the commercial
innovation for the e-commerce enterprises; For customers, it can help to enhance
two-way exchange and customer experience; Social aspects, can not only promote the
of precision marketing model, but also help the development of big data technology.
Then, to solve the problem of big data precision marketing in e-commerce enterprises,
we should start from three aspects: ability requirement, process and strategy. The
ability requirement refers to the data, technology, big date thinking, talent,which is a
prerequisite for the application of big data on precision marketing; Process model is
the application process of big data precision marketing; Strategy can provide practical
operation reference for e-commerce enterprises, which is the focuses of this paper.。