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Top1. Introduction
With the rapid development of network and information technology, e-commerce has become an important form of information communication and trade activities between many enterprises and consumers, and it has become more and more closely connected with consumers' lives. This has had a greatly impact on marketing techniques. Marketing starts from a large-scale type and is characterized by a high rate of return on investment for measuring marketing effects and the correct division of investment markets. Philip Kotler, a world marketing expert, pointed out the promotion and marketing as a new trend of market communication. This new concept can be immediately recognized in all fields. In recent years, with the improvement of online transaction systems and the standardization of credit management systems, the scale and number of e-commerce websites have entered a period of rapid development. Network-based precision marketing is eye-catching. For the e-commerce industry, precision marketing methods are more analyzable and benign. For companies with unified management and decentralized users, precision marketing methods are even more important. However, in the research of Presion marketing, most of them only focus on unilateral marketing plans such as advertising marketing and customer relationship management, and there is insufficient research on the system related to application marketing of e-commerce websites. The current e-commerce industry has many problems, such as fierce competition among industries, high product similarity, lack of personalized design, lack of precision in advertising investment, lack of a better profit model, and so on. Now that the era of big data has arrived, the advantages of big data should also be applied to the marketing of e-commerce companies. E-commerce companies need to change the original extensive marketing into precision marketing in the era of Internet big data. With the growth of business volume, e-commerce companies can collect massive amounts of customer information and data every day, but the format of the data is complex, and the regularity of the data is not easy to grasp. Because many companies cannot understand the real needs and consumption behavior of consumers, when faced with a large amount of user data that seems to be irregular, the effect of marketing is very poor without professional data collation and analysis. How to make good use of the data torrent in the era of big data, and how to understand the real needs of consumers for precision marketing, will become one of the important issues that e-commerce companies should think about in depth.
With the rapid development of information technology, e-commerce has also developed rapidly, and traditional enterprises are transforming to Internet+. Nowadays, consumers are increasingly demanding personalized products and services, and manufacturers can effectively understand consumer needs through the rapid development of the Internet to capture business opportunities. It can be said that the Internet has built a bridge between manufacturers and consumers. In this environment, precision marketing came into being. E-commerce companies using the Internet to implement precision marketing can achieve a win-win situation for manufacturers and consumers. The purpose of this article is to systematically classify the application of precision marketing in e-commerce on e-commerce websites and summarize the application system of marketing through the analysis of precision marketing strategies. The real importance is to provide advice on precision marketing that is most suitable for e-commerce, and to extend the precision marketing system of e-commerce from e-commerce to other e-commerce systems. The establishment of universities, accurate e-commerce marketing models and effective consumer consumption models can not only meet the diversified requirements of new and new humans, but also provide target customers with more suitable services and improve target customers’ product loyalty. It greatly reduces the transaction costs of e-commerce companies, enables companies to obtain greater benefits, and promotes the prosperity and development of the e-commerce industry.