Author(s): Guiheng Zou, Lifeng Chen
Abstract—With depth development of business activities in the network, the marketing activities are also emerging. In recent years, precision marketing has become a common tendency of more and more e-commence enterprises. However, the current research focus on a specific area, with lack of comprehensive research. In view of this phenomenon, the research makes precision marketing in electronic commerce as a whole object of study, provides the theory and practice for precision marketing in electronic commerce area. This research main including literature review and research analysis two parts. Literature review works primarily introduce the theory of electronic commerce, the research and development of precision marketing and theory conducive to precision marketing. The research further makes the empirical study on precision marketing for JD. The research introduces the precision marketing measurement of JD in product, technology, marketing strategies, customer relationship management and logistics and other aspects. In addition, a survey is designed to determine the consumer purchase willingness impact factors, the research further conducts a quantitative analysis of precision marketing influence on the consumer purchase willingness, the analysis result is used to determine the key factors of precision marketing. Based on the quantitative analysis and qualitative analysis, the research provide the marketing strategy for e-commence enterprise. Finally, the research concludes the common precision marketing strategy in China, pointing out the limitation and future research direction of the research.