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 4.2.2 Lack of brand and commodity sorting ................................................................... 46 4.2.3 Low accuracy of personalized recommendation system........................................ 47 4.2.4 The generally effective message ............................................................................ 47 4.2.5 Less user feedback channels................................................................................... 47 4.3Analysis of the reasons for the precision marketing problem of Vipshop......................... 48 4.3.1 SWOT analysis of Vipshop.................................................................................... 48 4.3.2Analysis of the reasons for the precision marketing problem of Vipshop.............. 52 5 The design of the optimization strategy of Vipshop's precision marketing strategy................ 60 5.1 Principles of Vipshop’s precision marketing strategy optimization.................................. 60 5.1.1 The principle of systematic .................................................................................... 60 5.1.2 The principle of feasibility..................................................................................... 60 5.1.3 The principle of advancing gradually..................................................................... 61 5.2 The basis of Vipshop's precision marketing strategy optimization................................... 61VI 5.2.1 Basic data optimization basis................................................................................. 62 5.2.2 Optimization basis for recommended sorting ........................................................ 63 5.2.3 Optimization basis for message access .................................................................. 63 5.2.4 Optimization basis of customer relationship.......................................................... 64 5.3 Vipshop’s precision marketing strategy optimization plan............................................... 64 5.3.1 Improve the big data infrastructure........................................................................ 66 5.3.2Accurate recommendation and sorting optimization.............................................. 69 5.3.3 Improve the effect of message marketing .............................................................. 71 5.3.4 Optimization of customer relationship management.............................................. 75 6 Conclusions and prospects....................................................................................................... 79 APPENDIX..................................................................................................................................... 81 附 录............................................................................................................................................. 83 REFERENCE.................................................................................................................................. 85VII 目 录 Abstract.....................................................................................................................................I 摘 要.......................................................................................................................................II LIST OFABBREVIATIONS ............................................................................................... III TABLE OF CONTENTS ......................................................................................................IV 目 录....................................................................................................................................VII LIST OFTABLES.................................................................................................................. X 表 目 录.............................................................................................................................XI LIST OF FIGURES..............................................................................................................XII 图 目 录.......................................................................................................................... XIII 1 绪论 .............................................................................................................................. 1 研究背景和研究意义........................................................................................... 1 研究背景................................................................................................. 1 研究意义................................................................................................. 2 研究内容和研究思路........................................................................................... 3 研究内容................................................................................................. 3 研究思路................................................................................................. 3 论文框架................................................................................................. 4 研究方法............................................................................................................... 5 2 文献综述...................................................................................................................... 7 2.1 移动互联网营销相关研究 ................................................................................... 7 2.1.1 移动互联网营销概述 ............................................................................. 7 2.1.2 移动互联网营销存在的问题 ................................................................. 8 2.2 精准营销相关理论 ............................................................................................... 9 2.2.1 精准营销概述 ......................................................................................... 9 2.2.2 精准营销的特点 ................................................................................... 13 2.3 大数据营销相关理论 ......................................................................................... 16 2.3.1 大数据的概念与特点 ........................................................................... 16 2.3.2 大数据营销相关理论 ........................................................................... 18 2.3.3 大数据和精准营销 ............................................................................... 19 2.4 客户关系管理相关理论 ..................................................................................... 19 2.4.1 客户关系管理概述 ............................................................................... 19VIII 2.4.2 客户关系管理的策略 ........................................................................... 21 3 唯品会精准营销案例介绍........................................................................................ 23 3.1 唯品会简介 ......................................................................................................... 23 3.1.1 电商 ....................................................................................................... 24 3.1.2 金融 ....................................................................................................... 24 3.1.3 物流 ....................................................................................................... 25 3.2 唯品会的营销概况 ............................................................................................. 25 3.2.1 唯品会的市场现状 ............................................................................... 25 3.2.2 唯品会的营销概况 ............................................................................... 27 3.3 唯品会精准营销现状 ......................................................................................... 29 3.3.1 大数据平台 ........................................................................................... 29 3.3.2 用户画像 ............................................................................................... 31 3.3.3 个性化推荐 ........................................................................................... 32 4 移动互联网时代唯品会精准营销案例分析............................................................ 35 4.1 移动互联网时代唯品会精准营销环境分析 ..................................................... 35 4.1.1 宏观环境分析 ....................................................................................... 35 4.1.2 行业环境分析 ....................................................................................... 38 4.1.3 唯品会用户分析 ................................................................................... 40 4.2 唯品会精准营销存在的问题 ............................................................................. 46 4.2.1 用户画像信息不完善 ........................................................................... 46 4.2.2 品牌和商品排序个性化不够 ............................................................... 46 4.2.3 个性化推荐系统精准度低 ................................................................... 47 4.2.4 消息推送效果一般 ............................................................................... 47 4.2.5 用户反馈渠道少 ................................................................................... 47 4.3 唯品会精准营销问题的原因分析 ..................................................................... 48 4.3.1 唯品会的 SWOT 分析 ............................................................................. 48 4.3.2 唯品会精准营销问题原因分析 ........................................................... 52 5 唯品会精准营销策略优化方案设计........................................................................ 60 5.1 唯品会精准营销策略优化原则 ......................................................................... 60 5.1.1 系统性原则 ........................................................................................... 60 5.1.2 可行性原则 ........................................................................................... 60 5.1.3 循序渐进性原则 ................................................................................... 61 5.2 唯品会精准营销策略优化依据 ......................................................................... 61 5.2.1 数据和平台的优化依据 ....................................................................... 62IX 5.2.2 推荐排序的优化依据 ........................................................................... 63 5.2.3 消息推送的优化依据 ........................................................................... 63 5.2.4 客户关系的优化依据 ........................................................................... 64 5.3 唯品会精准营销策略优化方案 ......................................................................... 64 5.3.1 完善大数据基础建设 ........................................................................... 66 5.3.2 精准推荐和排序优化 ........................................................................... 69 5.3.3 提升消息推送的效果 ........................................................................... 71 5.3.4 客户关系管理的优化 ........................................................................... 75 6 结论与展望................................................................................................................ 79 附 录..................................................................................................................................... 83 参考文献......................................................................................................................................... 85X LIST OF TABLES Table 2-1 Difference between traditional and precision marketing ....................................13 Table 4-1 List of precision marketing products in e-commerce industry............................39 Table 4-2 SWOT matrix analysis of vipshop......................................................................48 Table 4-3 Big data source for the three major e-commerce companies..............................52 Table 4-4 Three e-commerce business list page and search page sorting rules ..................56XI 表 目 录 表 2-1 传统营销与精准营销的区别........................................................................................... 13 表 4-1 电商行业精准营销产品列表 .......................................................................................... 39 表 4-2 唯品会 SWOT 矩阵分析 .................................................................................................... 48 表 4-3 三大电商企业大数据来源 .............................................................................................. 52 表 4-4 三大电商企业列表页和搜索页面排序规则 .................................................................. 56XII LIST OF FIGURES Figure 1-1 Thesis framework.......................................................................................................5 Figure 3-1 China online retail B2C market trading share in 2018.............................................25 Figure 3-2 Core data of 2018 Vipshop Q4 financial report........................................................26 Figure 3-3 Precision marketing architecture..............................................................................30 Figure 3-4 Vipshop user portrait process....................................................................................32 Figure 3-5 Vipshop personalized recommendation process.......................................................34 Figure 4-1Attitudes towards personalized recommendation.....................................................41 Figure 4-2 Satisfaction degree between purchase method and page ranking.............................42 Figure 4-3 User satisfaction ratio of mail push information......................................................43 Figure 4-4 User satisfaction ratio of marketing message in Vipshop.........................................43 Figure4-5 Percentageof channels forusersto receiveVipshopadvertisingormarketingmessage ............................................................................................................................................44 Figure 4-6 Ratio of attitudes of Vipshop user to comment ........................................................44 Figure 4-7 Ratio of attitudes of Vipshop user to privacy and security.......................................45 Figure 4-8 The proportion of sales of each age group................................................................51 Figure 5-1 Vipshop's precision marketing strategy optimization plan.......................................66 Figure 5-2 Vipshop search results page......................................................................................70 Figure 5-3 The “Time-limited Shopping” and “Rush to buy” columns of Vipshop ..................71 Figure 5-4Apppush marketing message of Vipshop..................................................................72 Figure 5-5 Wechat marketing message page of Vipshop ...........................................................73 Figure 5-6 Wechat marketing message page of Vipshop ...........................................................74 Figure 5-7 Comment page of Vipshop .......................................................................................76 Figure 5-8 Super membership page of Vipshop.........................................................................77XIII 图 目 录 图 1-1 论文框架................................................................................................................... 5 图 3-1 2018 年 Q4 中国网络零售 B2C 市场交易份额...................................................... 25 图 3-2 2018 年唯品会 Q4 财报核心数据.......................................................................... 26 图 3-3 精准营销架构......................................................................................................... 30 图 3-4 唯品会用户画像流程............................................................................................. 32 图 3-5 唯品会个性化推荐流程......................................................................................... 34 图 4-1 用户对个性化推荐的态度占比............................................................................. 41 图 4-2 唯品会用户选购方式与页面排序的满意度交叉分析.......................................... 42 图 4-3 用户对邮件推送信息满意度占比 ......................................................................... 43 图 4-4 用户对营销推送信息满意度占比 ......................................................................... 43 图 4-5 用户接收唯品会广告或营销推送信息的渠道占比.............................................. 44 图 4-6 唯品会用户对评价的态度占比 ............................................................................. 44 图 4-7 唯品会用户对个人隐私安全的态度占比............................................................. 45 图 4-8 唯品会各年龄段销售额占比................................................................................. 51 图 5-1 唯品会精准营销策略优化方案............................................................................. 66 图 5-2 唯品会搜索结果页................................................................................................. 70 图 5-3 唯品会“限时快抢”和“最后疯抢”栏目......................................................... 71 图 5-4 唯品会 APPPUSH 营销消息..................................................................................... 72 图 5-5 唯品会微信营销消息落地页................................................................................. 73 图 5-6 唯品会微信营销消息落地页................................................................................. 74 图 5-7 唯品会商品评价页面............................................................................................. 76 图 5-8 唯品会超级会员专场页面