探析大数据精准营销及其对女性消费的影响——以小红书为例  

Study on Big Data Precision Marketing and Its Infl uence on Women’s Consumption――A Case Study of Xiaohongshu

作　　者：张丽莉 ZHANG Lili(Hainan University Haikou,Hainan 570228)

机构地区：[1]海南大学,海南海口570228

出　　处：《中国商论》2023年第7期76-78,共3页China Journal of Commerce

摘　　要：随着数字经济浪潮来袭,企业对精准营销的理解不断加深,大数据技术日益成为精准营销的核心竞争力。小红书作为聚集大量女性消费群体的线上社区电商平台,迅速成为品牌方的营销新阵地。本文概述了大数据精准营销的发展历程和现状,以小红书为例,分析大数据精准营销模式对女性消费的作用及问题,并就如何改善女性消费的大数据精准营销模式提出建议,以供参考。With the wave of digital economy,enterprises have deepened their understanding of precision marketing,and big data technology has increasingly become the core competitiveness of precision marketing.As a online community e-commerce platform that gathers a large number of female consumers,Xiaohongshu has quickly become a new marketing battlefield for brands.This paper summarizes the development history and current situation of big data precision marketing,takes Xiaohongshu as an example,analyzes the role and problems of big data precision marketing model on female consumption,and puts forward suggestions on how to improve the big data precision marketing model for female consumption,in order for references.

关 键 词：大数据技术 新型营销模式 精准营销 女性消费 小红书 

分 类 号：F724.6[经济管理—产业经济]