大数据时代下的新媒体精准营销应用研究  

Research on the Application of New Media Precision Marketing in the Era of Big Data

作　　者：梁婷婷 李超宇 LIANG Tingting;LI Chaoyu(Wuzhou Vocational College,Wuzhou 543002,China)

机构地区：[1]梧州职业学院,广西梧州543002

出　　处：《商业观察》2025年第1期78-82,共5页BUSINESS OBSERVATION

基　　金：2021年度中国-东盟职业教育研究课题(ZGDMKT2021ZC020)。

摘　　要：文章旨在探讨大数据时代下的新媒体精准营销应用研究,分析了大数据在新媒体精准营销中的应用场景、作用和效果。首先,详细介绍了新媒体精准营销的策略与方法,包括用户画像与精准定位、数据分析与挖掘、个性化内容推荐和数据驱动的精准营销策略[1]。其次,分析了新媒体精准营销面临的挑战,并提出了解决方案,包括隐私保护与数据安全、数据质量与准确性、算法优化与模型建立。最后,总结了研究工作并展望了新媒体精准营销的未来发展趋势。通过对新媒体精准营销的深入研究,为企业提供了重要实践指导,同时希望对学术界也具有一定的参考价值。This article aims to explore the application research of new media precision marketing in the era of big data,and analyze the application scenarios,roles,and effects of big data in new media precision marketing.The paper provides a detailed introduction to the strategies and methods of new media precision marketing,including user profiling and precise positioning,data analysis and mining,personalized content recommendation,and data-driven precision marketing strategies.The paper also analyzes the challenges faced by new media precision marketing and proposes solutions,including privacy protection and data security,data quality and accuracy,algorithm optimization and model establishment.Finally,the paper summarizes the research work and looks forward to the future development trends of new media precision marketing.This study provides important practical guidance for enterprises through in-depth research on precision marketing of new media,and also has certain reference value for the academic circle.

关 键 词：大数据时代 新媒体 精准营销 营销应用 

分 类 号：F724.6[经济管理—产业经济]