基于供应链网络信息的大数据精准营销在电商领域的应用

摘要

In this paper, we went over the framework and strategy of the accurate marketing implemented by some e-commerce enterprises based on supply chain network information, and then in the case of the e-commerce business of Alibaba, analyzed its mode of e-commerce accurate marketing, including search engine, individualized recommendation, short message or e-mail feed, etc. Next we analyzed the problems existing in the integration process of the supply chain network information and proposed a series of corresponding countermeasures.%阐述了基于供应链网络信息电商企业实施精准营销的框架和策略,以阿里的电商业务为例分析了电商精准营销方式,包括搜索引擎、个性化推荐引擎、短信或电子邮件引擎等,进而分析了在整合供应链网络信息的过程中存在的问题,提出基于供应链网络搭建完善的大数据平台、用户画像的精准化和及时更新、加强用户隐私数据的安全防范工作等对策.