【作者】 孙思；

【导师】 胡潜；

【作者基本信息】 华中师范大学 ， 图书情报， 2017， 硕士

【摘要】 “互联网+ ”环境下,我国电商市场高速发展、业务深层渗透。2016年我国电商市场交易总额已突破20亿。网络成为推动我国电商市场发展的中坚力量。截止2016年上半年,我国网民已经超过7亿、手机网民超过6亿。我国网购用户已超过4亿,网购使用率达63%。传统企业面临转型压力。面对同行激烈竞争加之转型经验缺乏,传统企业在电商运营和产品推广上差强人意,与电商巨头京东、天猫相比有很大进步空间。在同行激烈竞争环境下挖掘营销潜力,领先电商市场份额,是传统企业发展电子商务市场急待解决的问题。立足于精准营销视角,文章围绕基于用户行为信息的个性化推荐展开研究。首先通过国内外研究综述,了解目前精准营销、用户行为和个性化推荐的研究现状,明确了论文的研究目标;接着对移动用户行为、精准营销和个性化推荐进行相关基础理论梳理和基本理论分析,对国内外研究现状进行综述研究,了解该领域目前的研究热点和前沿;其次,基于精准营销模型对移动用户行为信息进行分析。着眼于精准营销中的关键流程和问题,进行相应的用户价值、用户偏好、用户消费习惯和用户流失分析,构建了基于精准营销的用户行为分析模型;再次,通过精准营销用户行为分析模型,设立精准营销视角下基于移动用户行为信息分析的个性化推荐方案。通过对基于移动用户行为信息分析的个性化推荐进行可行性分析并制定方案的目标和原则,提出基于移动用户行为信息分析的个性化推荐方案;最后以A公司网上商城为例,提出基于移动用户行为信息的个性化推荐策略。在描述A公司网上商城概况基础上,分析A公司网上商城目前的发展现状和存在的问题,从产品、价格、促销、渠道多方面制定精准营销视角下基于移动用户行为信息的个性化推荐策略。更多还原

【Abstract】 On the environment of Internet +, China’s electricity supplier market has developed rapidly. In 2016, China’s electricity supplier market has exceeded 2 billion in total.Network has become the backbone of the development of China’s electricity supplier market. As of the first half of 2016, China’s Internet users have more than 700 million,there’re more than 600 million mobile phone users. China’s online shopping users have more than 400 million, online shopping usage rate is 63%. Traditional enterprises are facing transformation. In the face of intense competition coupled with the lack of experience in the transformation of the traditional enterprises in the electricity supplier operations and product promotion unsatisfactory, compared with JingDong and TianMao,it has a lot of room to improve. leading electricity supplier market share,is the most important thing for traditional business company.Based on the perspective of precise marketing, the paper focused on personalized recommendation based on user behavior information. Firstly, we got a foreign research review to make clear the research goal of the thesis; then, carries on the related basic theory and the basic theoretical analysis to the mobile user behavior, the precise marketing and the individuation recommendation, the research on the domestic and foreign study actuality, understands the current research hotspot and the frontier;Focusing on the key processes and issues in precise marketing, based on the analysis of user’s value, user preferences, consumer habits and user churn, the author constructs the user behavior analysis model of precise marketing, and then establishes the personalized recommendation scheme based on the mobile User behavior information analysis through the precise marketing user behavior analysis model. Based on the personalized recommendation of mobile user behavior information analysis, the feasibility analysis and the goal and principle of the scheme are proposed, and the personalized recommendation scheme for the analysis of mobile user behavior information is presented, and the personalized recommendation strategy based on mobile user behavior information is put forward in the case of a company online mall. In describing a company online mall on the basis of the survey, analysis a company online mall current development status and existing problems, from products, prices, promotions, channels to formulate a variety of precise marketing perspective based on mobile user behavior information personalized recommendation strategy.更多还原