電商企業(yè)大數(shù)據(jù)營(yíng)銷應(yīng)用困境探究3700字

1、電商企業(yè)大數(shù)據(jù)營(yíng)銷應(yīng)用困境探究3700字 本篇論文目錄導(dǎo)航： 電商企業(yè)大數(shù)據(jù)營(yíng)銷應(yīng)用困境探究影響電商企業(yè)大數(shù)據(jù)營(yíng)銷的因素研究緒論大數(shù)據(jù)營(yíng)銷的特征及應(yīng)用價(jià)值阿里巴巴大數(shù)據(jù)營(yíng)銷應(yīng)用案例分析電商企業(yè)大數(shù)據(jù)營(yíng)銷應(yīng)用問(wèn)題的原因及建議電商企業(yè)大數(shù)據(jù)營(yíng)銷應(yīng)用的開展趨勢(shì)電商企業(yè)施行大數(shù)據(jù)營(yíng)銷的優(yōu)化研究總結(jié)與參考文獻(xiàn) 摘 要 在云計(jì)算、物聯(lián)網(wǎng)、社交網(wǎng)絡(luò)等新興效勞的影響下，人類社會(huì)的數(shù)據(jù)類型及規(guī)模正在發(fā)生巨變，以前所未有的態(tài)勢(shì)增長(zhǎng)，這其中涵括人與人之間產(chǎn)生的數(shù)據(jù)如社交網(wǎng)絡(luò)、即時(shí)通訊等信息，人與機(jī)器之間產(chǎn)生的數(shù)據(jù)如電子商務(wù)、網(wǎng)絡(luò)閱讀等信息，以及機(jī)器與機(jī)器之間產(chǎn)生的數(shù)據(jù)如 GPS、監(jiān)控?cái)z像等，人類社會(huì)步入大數(shù)據(jù)時(shí)代。

2、數(shù)據(jù)從簡(jiǎn)單的處理對(duì)象開場(chǎng)轉(zhuǎn)變?yōu)橐环N根底性資源。正確管理和利用這局部大數(shù)據(jù)根底將為企業(yè)帶來(lái)豐厚利潤(rùn)。通過(guò)對(duì)海量數(shù)據(jù)的挖掘與分析，企業(yè)對(duì)用戶進(jìn)展更加精準(zhǔn)的行為分析，開掘用戶消費(fèi)偏好，進(jìn)展個(gè)性化的一對(duì)一營(yíng)銷，并可以充分發(fā)現(xiàn)潛在用戶，擴(kuò)大營(yíng)銷范圍，增強(qiáng)營(yíng)銷效果。運(yùn)用大數(shù)據(jù)營(yíng)銷，還可以有效幫助企業(yè)進(jìn)展市場(chǎng)預(yù)測(cè)，及時(shí)發(fā)現(xiàn)市場(chǎng)時(shí)機(jī)、加快業(yè)務(wù)決策。本文將針對(duì)時(shí)代背景，探究大數(shù)據(jù)營(yíng)銷的特點(diǎn)以及應(yīng)用情況。作為大數(shù)據(jù)開展的源頭，電子商務(wù)企業(yè)有著得天獨(dú)厚的優(yōu)勢(shì)?；ヂ?lián)網(wǎng)現(xiàn)已走進(jìn)千家萬(wàn)戶，在互聯(lián)網(wǎng)中儲(chǔ)存著大量消費(fèi)者信息，人們的生活越來(lái)越離不開互聯(lián)網(wǎng)并且在其上得到日益廣泛的記錄。電子商務(wù)企業(yè)的大數(shù)據(jù)營(yíng)銷走在開展前線，作為我

3、國(guó)電子商務(wù)開展的佼佼者，阿里巴巴集團(tuán)擁有著豐富的數(shù)據(jù)資源以及逐漸強(qiáng)大的數(shù)據(jù)處理才能。為了更好地描繪大數(shù)據(jù)營(yíng)銷的詳細(xì)應(yīng)用，本文將以阿里巴巴為案例分析，集中討論電子商務(wù)企業(yè)的大數(shù)據(jù)營(yíng)銷應(yīng)用情況。在大數(shù)據(jù)營(yíng)銷應(yīng)用的起步階段，企業(yè)在根底數(shù)據(jù)的獲取、用戶信息平安保障等方面都存在問(wèn)題，本文將針對(duì)大數(shù)據(jù)營(yíng)銷應(yīng)用中可能出現(xiàn)的問(wèn)題提出改善建議。為線上也為線下企業(yè)的大數(shù)據(jù)營(yíng)銷應(yīng)用提供借鑒，并指出將來(lái)大數(shù)據(jù)營(yíng)銷的開展趨勢(shì)。關(guān)鍵詞： 大數(shù)據(jù)營(yíng)銷；阿里巴巴；應(yīng)用；開展趨勢(shì)AbstractThe species and scale of data are increasing in an unexpected speed

4、 with thedevelopment of cloud puting, Internet of things and social network, includingsocial life among people, e-merce between people and puter and data ingfrom machines such as GPS and monitor video. The era of big data is ing. Datahas been transforming to a basic resource from simple information.

5、 Corporationswhich can deal well with such big data can obtain huge profit from it. Through thedigging and analyzing of big data, the pany can make consumer analyses in detailand find consuming preference so that they can realize the personalized marketing andfind the potential customers. With big d

6、ata, the pany can enhance the marketinginfluence, gain the marketing opportunity and make market forecasting. Thisdissertation will make a research about the big data marketing under the presentbackground.As the source of big data developing, E-merce has more advantages than others.Internet has bee

7、a mon stuff for people and it contains much more consumers information. E-merce has been in the front of big data marketing. Alibaba, whichis the largest e-merce platform in China, owns plenty of big data resources andhas made great progress in bid data marketing. In order to describe the situation

8、of bigdata marketing in E-merce, this dissertation will take Alibaba as an establishedcase and analyze the problem of big data marketing,such as the acquirement ofdatabase and the security of personal information. Meanwhile, the dissertation willalso give some suggestion according to these issues an

9、d make developing trendanalyses of big data marketing in the future.Keywords: Big data marketing; Alibaba; Application; Development目 錄摘要Abstract目錄第 1 章 緒論1.1 研究背景1.2 研究目的及意義1.2.1 研究目的1.2.2 研究意義1.2.3 研究方法1.3 文獻(xiàn)綜述1.3.1 大數(shù)據(jù)的產(chǎn)生及開展1.3.2 大數(shù)據(jù)應(yīng)用的領(lǐng)域1.3.3 大數(shù)據(jù)營(yíng)銷應(yīng)用綜述1.3.4 電商企業(yè)大數(shù)據(jù)營(yíng)銷應(yīng)用研究綜述第 2 章 大數(shù)據(jù)營(yíng)銷的特征及應(yīng)用價(jià)值2.1 大

10、數(shù)據(jù)的特征2.2 大數(shù)據(jù)營(yíng)銷的內(nèi)涵及特征2.2.1 全樣本營(yíng)銷調(diào)查2.2.2 多元化營(yíng)銷對(duì)象2.2.3 擴(kuò)大的營(yíng)銷主體2.2.4 精準(zhǔn)化營(yíng)銷效果2.3 大數(shù)據(jù)營(yíng)銷的應(yīng)用價(jià)值2.3.1 大數(shù)據(jù)營(yíng)銷促進(jìn)企業(yè)進(jìn)步營(yíng)銷效率2.3.2 大數(shù)據(jù)營(yíng)銷促進(jìn)客戶提升客戶體驗(yàn)2.3.3 大數(shù)據(jù)營(yíng)銷促進(jìn)營(yíng)銷平臺(tái)互通互聯(lián)第 3 章 阿里巴巴大數(shù)據(jù)營(yíng)銷應(yīng)用案例分析3.1 阿里巴巴大數(shù)據(jù)營(yíng)銷的數(shù)據(jù)來(lái)源3.1.1 企業(yè)內(nèi)部消費(fèi)者交易數(shù)據(jù)3.1.2 企業(yè)外部消費(fèi)者信息數(shù)據(jù)3.2 阿里巴巴大數(shù)據(jù)營(yíng)銷的應(yīng)用分析3.2.1 根底層數(shù)據(jù)的建立3.2.2 營(yíng)銷數(shù)據(jù)的精細(xì)化3.2.3 消費(fèi)者行為全鏈路覆蓋3.2.4 大數(shù)據(jù)營(yíng)銷產(chǎn)品的提供3.3 阿里巴巴大數(shù)據(jù)營(yíng)銷應(yīng)用存在的問(wèn)題3.3.1 大數(shù)據(jù)質(zhì)量有待進(jìn)步3.3.2 營(yíng)銷效果低于預(yù)期3.3.3 用戶隱私與平安受到威脅第 4 章 電商企業(yè)大數(shù)據(jù)營(yíng)銷應(yīng)用問(wèn)題的原因及建議4.1 電商企業(yè)大數(shù)據(jù)營(yíng)銷應(yīng)用問(wèn)題的產(chǎn)生原因4.1.1 根底數(shù)據(jù)獲取途徑有限4.1.2 數(shù)據(jù)雜亂且處理才能較低4.1.3 大數(shù)據(jù)營(yíng)銷缺乏商業(yè)思維4.1.4 政策標(biāo)準(zhǔn)與