科技的创新与发展推动互联网技术应用不断加深，电子商务迅速成为最受欢迎的营 销模式之一，随之而来的是数据的大量产生和应用，一切的行为习惯和轨迹可以用数据 展示，数据正以前所未有的影响力改变着商业模式的变革。本文以经营进口家居产品类 的M电商公司为研究对象，结合STP市场细分理论、4C营销理论，运用PEST、SWOT、 波特五力模型分析方法，针对M公司营销策略存在的问题，提出了基于数据洞察的营销 策略优化方案，认为企业在营销策略制定和调整上应通过大数据的收集、整理、分析， 提取大数据中有价值的信息，实现精准营销。 数据不会直接为企业产生创造价值，真正产生价值的是数据经过人为挖掘分析后， 应用于企业决策链的各个环节，是企业产生核心竞争力的主要来源之一。本文在构建和 应用AARRR漏斗分析、ABC分类分析、RFM顾客价值分析等模型应用和可视化呈现的基 础上，运用4Cs营销组合理论，在标签系统化精准洞察消费者偏好、顾客价值分层管理 驱动价值转化、共享平台数据打造营销ROI闭环、双通道沟通全天候提高客户留存等四 个方面调整优化M电商公司营销策略，充分挖掘数据资源的潜在价值，利用数据洞察为 企业营销赋能。 关键词：数据洞察；电子商务；营销理论；STP市场细分；4C营销策略 II Abstract With the innovation and development of science and technology. E-commerce has quickly become one of the most popular marketing models. Following this is the mass production and application of data. All behavior habits and trajectories can be displayed with data. The transformation of business models is changing with unprecedented influence. This article takes M e-commerce company operating imported household products as the research object, combines STP market segmentation theory, 4C marketing theory, and uses PEST, SWOT, and Porter's five-force model analysis methods to address the problems of M company's marketing strategy. A marketing strategy optimization plan based on data insights is proposed, and it is believed that companies should collect, sort, and analyze big data to extract valuable information from big data to achieve precision marketing in the formulation and adjustment of marketing strategies. Data does not directly create value for the enterprise.What really creates value is that data is artificially excavated and analyzed and applied to all links of the enterprise's decision-making chain. It is one of the main sources of core competitiveness. Based on the construction and application of AARRR funnel analysis, ABC classification analysis, RFM customer value analysis and other model applications and visualization presentations, this paper uses 4Cs marketing mix theory to systematically and accurately insight into consumer preferences and customer value hierarchical management to drive value Transform and share platform data to create a closed-loop marketing ROI, and dual-channel communication to improve customer retention around the clock, adjust and optimize the marketing strategy of M e-commerce company, fully tap the potential value of data resources, and use data insights to empower corporate marketing. Keywords: data insight; e-commerce; marketing theory; STP market segmentation; 4C marketing strategy III 目 录 1绪论.........................................................................................................................................1 1.1研究背景与意义..................................................................................................................1 1.1.1研究背景...................................................................................................................1 1.1.2研究意义...................................................................................................................1 1.2 国内外研究现状.................................................................................................................1 1.2.1国外研究现状...........................................................................................................2 1.2.2国内研究现状...........................................................................................................3 1.2.3文献述评...................................................................................................................4 1.3 研究思路与方法.................................................................................................................4 1.3.1研究思路...................................................................................................................4 1.3.2研究方法...................................................................................................................4 1.3.3研究内容...................................................................................................................5 1.4 论文创新点.........................................................................................................................5 1.4.1研究视角...................................................................................................................5 1.4.2研究方法...................................................................................................................6 1.4.3研究结论...................................................................................................................6 2概念界定和理论基础.............................................................................................................7 2.1概念界定..............................................................................................................................7 2.1.1电子商务...................................................................................................................7 2.1.2精准营销...................................................................................................................7 2.1.3数据洞察...................................................................................................................7 2.2 理论基础.............................................................................................................................9 2.2.1 4C营销组合策略理论.............................................................................................9 2.2.2 STP市场细分理论.................................................................................................10 2.2.3顾客让渡价值理论.................................................................................................10 2.2.4产品生命周期理论.................................................................................................11 3 M电子商务公司经营状况与营销策略现状分析..............................................................12 3.1经营状况分析....................................................................................................................12 3.1.1公司简介.................................................................................................................12 3.1.2公司发展历程.........................................................................................................12 3.2公司营销环境分析............................................................................................................12 3.2.1 PEST分析...............................................................................................................13 IV 3.2.2 SWOT分析.............................................................................................................15 3.2.3波特五力模型分析.................................................................................................17 3.3公司基于4C营销策略现状及问题分析.........................................................................19 3.3.1顾客策略现状及问题.............................................................................................19 3.3.2成本策略现状及问题.............................................................................................21 3.3.3便利策略现状及问题.............................................................................................23 3.3.4沟通策略现状及问题.............................................................................................24 4 M电子商务公司