摘 要 移动互联网的发展，促进了电子商务营销模式由以往的粗放型向精准集约型转变，精准 营销应运而生。过去由于技术条件的局限性，并没有深挖和充分利用已有的数据来发展精准 营销。进入移动互联网时代后，随着大数据、人工智能等技术的发展，企业精准营销的能力 也有较大幅度的提升。在此背景下，研究电商领域精准营销策略，具有较强的创新性和现实 意义。 本文以移动互联网为背景，以精准营销理论在电子商务企业的应用为基础，运用案例分 析法和消费者调研、企业访谈等研究方法，对移动互联网背景下唯品会信息科技有限公司（ 后文简称唯品会）精准营销策略案例进行深入分析。 唯品会目前的精准营销存在用户画像信息不完善、品牌和商品排序个性化不够、个性化 推荐系统精准度低、消息推送效果一般、用户反馈渠道少五类问题。本文通过用户调研、外 部营销环境分析和唯品会精准营销的 SWOT 分析，找到了问题产生的原因。最后，结合案例 、理论研究和其他电商企业成功经验，对当前电商精准营销的应用进行梳理并从不同的角度 加以研究，提炼总结出 4 个层面组成的精准营销优化框架体系。 本文旨在探讨移动互联网时代的大数据和个性化算法，对电商营销的冲击和影响，希望 研究和归纳出适合电商企业的新型精准营销策略，从而对移动互联网时代电子商务的营销创 新和应用产生借鉴意义。 关键词：移动互联网营销；精准营销；大数据营销；客户关系管理；唯品会III LIST OF ABBREVIATIONS SEO: Search Engine Optimization CPS: Cost Per Sale SOCIAL: Social Media Marketing PAAS: Platform-as-a-Service SQL: Structured Query Language [computer] (SQL) MySQL: relational database management system Hadoop: Hadoop Distributed File System APP: ComputerApplications SWOT: SituationAnalysis Method PUSH:APP message push GMV: Gross Merchandise VolumeIV TABLE OF CONTENTS ABSTRACT.......................................................................................................................................I 摘 要...............................................................................................................................................II LIST OFABBREVIATIONS.......................................................................................................... III TABLE OF CONTENTS ................................................................................................................IV 目 录............................................................................................................................................VII LIST OF TABLES............................................................................................................................ X 表 目 录.....................................................................................................................................XI LIST OF FIGURES........................................................................................................................XII 图 目 录.................................................................................................................................. XIII 1 Introduction................................................................................................................................ 1 1.1 Research background and research significance................................................................. 1 1.1.1 Research background ............................................................................................... 1 1.1.2 Research significance............................................................................................... 2 1.2 Research content and ideas.................................................................................................. 3 1.2.1 Research content....................................................................................................... 3 1.2.2 Research ideas.......................................................................................................... 3 1.2.3 Thesis framework..................................................................................................... 4 1.3 Research methods................................................................................................................ 5 2 Literature overview .................................................................................................................... 7 2.1 Mobile internet marketing................................................................................................... 7 2.1.1 Overview of mobile internet marketing ................................................................... 7 2.1.2 Problems in mobile internet marketing.................................................................... 8 2.2 Precision marketing............................................................................................................. 9 2.2.1 Overview of precision marketing............................................................................. 9 2.2.2 Characteristics of precision marketing................................................................... 13 2.3 Big data marketing............................................................................................................ 16 2.3.1 The concept and characteristic of big data............................................................. 16 2.3.2 Theory of big data marketing................................................................................. 18 2.3.3 Big data and precision marketing........................................................................... 19 2.4 Customer relationship management.................................................................................. 19V 2.4.1 Overview of customer relationship management................................................... 19 2.4.2 Customer relationship management strategy ......................................................... 21 3 Vipshop precision marketing case introduction ....................................................................... 23 3.1 Vipshop brief introduction................................................................................................. 23 3.1.1 E-commerce............................................................................................................ 24 3.1.2 Finance................................................................................................................... 24 3.1.3 Logistics ................................................................................................................. 25 3.2 Profile of Vipshop’s marketing ......................................................................................... 25 3.2.1 The market status of Vipshop................................................................................. 25 3.2.2 Marketing overview of Vipshop............................................................................. 27 3.3 Status of Vipshop precision marketing.............................................................................. 29 3.3.1 Big data platform.................................................................................................... 29 3.3.2 User portrait............................................................................................................ 31 3.3.3 Personalized recommendation................................................................................ 32 4 Acase study of Vipshop precision marketing in the mobile internet era................................. 35 4.1Analysis of precision marketing environment in the mobile internet era.......................... 35 4.1.1 Macro-environmental analysis............................................................................... 35 4.1.2 Trades environment analysis.................................................................................. 38 4.1.3Analysis of Vipshop user........................................................................................ 40 4.2 Problems in precision marketing of Vipshop .................................................................... 46 4.2.1 Lack of user image information ............................................................................. 46 4