企业电商平台的用户行为分析与营销策略  

User Behavior Analysis and Marketing Strategies for Enterprise E-Commerce Platforms

作　　者：罗继磊[1] LUO Jiei(Henan Institute of Economics and Trade,Zhengzhou 450053,China)

机构地区：[1]河南经贸职业学院,河南郑州450053

出　　处：《商业观察》2025年第10期113-116,共4页BUSINESS OBSERVATION

基　　金：2021年度河南省高等学校人文社会科学研究项目(2021-ZZJH-103)。

摘　　要：对电子商务平台的用户行为进行理解和预测能够帮助制定有效的市场策略。在竞争激烈的电商环境中,数据收集与分析技术为企业提供了洞察消费者行为的机会,从而有助于实现营销策略的个性化和自动化。然而,这也带来了大规模数据处理、消费者隐私保护以及跨平台用户行为一致性分析等问题。因此,文章将探讨电子商务平台上的用户行为分析及其对营销策略的影响,旨在通过深入分析用户行为模型、决策过程和行为演变,开发出更加精确和有效的营销策略。Understanding and predicting user behavior on e-commerce platforms can help to form effective market strategies.In the fiercely competitive e-commerce environment,data collection and analysis technology provides opportunities for enterprises to gain insights into consumer behavior,which helps to achieve personalized and automated marketing strategies.But this also brings about issues such as large-scale data processing,consumer privacy protection,and consistency analysis of crossplatform user behavior.Therefore,this article explores the analysis of user behavior on e-commerce platforms and its impact on marketing strategies,with the aim of developing more accurate and effective marketing strategies through in-depth analysis of user behavior models,decision-making processes,and behavior evolution.

关 键 词：电商平台 用户行为 营销策略 

分 类 号：F713.36[经济管理—产业经济] TP311.13[自动化与计算机技术—计算机软件与理论]