我国正在积极推动产业转型，女装欧亿·体育（中国）有限公司作为一个处于完全竞争市场的传统欧亿·体育（中国）有限公司， 营销策略的迭代和创新势在必行。近年来线上女装稳居淘宝网平台销售类目之首，竞 争异常激烈。随着移动互联网技术和移动通信基础设施的高速发展，中国移动智能终 端用户规模超越个人计算机终端成为主流，线上营销环境也随之改变。庞大的市场规 模带来了海量的数据，信息与计算机技术的突破使得数据逐渐创造出更大的价值。在 数据强大的驱动力下，数字经济和营销策略的结合将给企业带来巨大的发展空间和动 力。企业要想跟上快速变化的市场，互联网思维、信息技术和数据的支持是调整自身 营销策略的一个趋势。对于天生就具备互联网基因的线上女装企业，精准营销整合了 上述提到的各种资源，可以极大地发挥企业潜力并提高营销效能。 本文对精准营销、数据挖掘等理论及方法进行了研究，根据精准营销理论梳理了 L 服装公司营销现状，总结出该公司在精准营销方面存在的问题和优势，制定了其基 于移动互联网的精准营销优化策略，以此提升客户体验，降低营销成本，提高公司盈 利能力。整个优化策略框架以精准营销循环四阶段为基础，横向上整合资源，统一数 据管理平台，优化市场细分，扩大了精准营销的覆盖面。纵向加深了营销的精度，增 加点对点的营销模式，完善了整个营销体系。根据消费者线上购物行为阶段，细化深 入地制定了精准引流计划、高效转化计划、客户留存计划和客户拓展计划。 优化后的精准营销策略致力于解决信息过载、营销效率低下、客户流失等问题， 营销方式实现了从客户群体到客户个体的深入，加深了数据和信息技术在市场营销的 实际应用。本文在介绍精准营销理念的同时重点介绍了利用信息技术开展精准营销的 方法，通过数据挖掘分析交易数据、用户行为、网络日志，构建数据模型，选择机器 学习算法进行客户分类，建设个性化推荐系统。精准营销符合企业市场营销未来的发 展需求，本文希望借此尝试，探索小微企业营销新模式，为其他线上电商、传统欧亿·体育（中国）有限公司 的营销创新提供借鉴意义。 关键词，精准营销；移动互联网；服装公司III Abstract AsChinais energeticallydrivingindustrial transformation, it is imperativeforwomen’s clothing industry to update and innovate its marketing strategy since it is a traditional industry in a perfectly competitive market. In recent years, online women’s clothing stays on the top of sales categories on Taobao’s platform, with fierce competition. With the rapid growth of mobile internet technology and mobile communication infrastructure, the number of mobile intelligent terminal users in China surpassed that of personal computer users and became the mainstream, leading to changes in the online marketing environment. The huge market size brings about enormous data, and the breakthroughs in information and computer technology gradually enable data to create more value. Forcefully driven by data, the combination of digital economy and marketing strategy will bring enterprises significant room for growth and impetus. For enterprises, to keep pace with the fast-changing market, internet thinking and the support of information technology and data are a trend to adjust their own marketing strategies. For online women’s clothing companies born with the DNA of the internet, precision marketing integrates the abovementioned resources and is able to make the most of their potentials and increase their efficiency. This article studies theories and methods regarding precision marketing and data mining. Then, according to precision marketing theory, it outlines the marketing situation of clothing company L, summarizes its problems and advantages in precision marketing, and formulates its mobile internet-based precision marketing optimization strategy, to improve customer experience, reduce marketing cost, and increase profitability. Horizontally, the whole optimization strategy integrates resources, unifies data management platforms, optimizes market segmentation and expands the coverage of precision marketing. Vertically, it deepens marketing precision, adds point-to-point marketing mode, and perfects the overall marketing system. According to online shopping behavior chain of consumers, it elaborates a precise navigation strategy, efficient conversion strategy, customer retaining strategy and customer development strategy. The optimized precision marketing strategy is committed to solving problems such as information overload, inefficient marketing and customer loss, and marketing model shifts the focus from customer groups to individual customers and deepens the practical application of data and information technology to marketing. While expounding on the concept of precision marketing, this article emphasizes the ways to use informationIV technology to conduct precision marketing, uses data mining to analyze transaction data, user behavior and weblog, constructs a data model, chooses machine learning algorithm for customer classification, and builds a personalized recommendation system. Precision marketing meets future development requirements of enterprise marketing, so this article hopes to hereby explore new marketing models for small and micro businesses and provide marketing innovation of other online e-commerce and traditional industries with a reference. Keywords，Precision Marketing; Mobile Internet; Garment Company Ltd目录 致谢 ............................................................................................................................... I 摘要 ..............................................................................................................................II Abstract ........................................................................................................................III 第 1 章 绪论 .................................................................................................................1 1.1 研究背景和研究意义........................................................................................1 1.1.1 选题背景.....................................................................................................1 1.1.2 研究对象.....................................................................................................3 1.1.3 研究意义.....................................................................................................3 1.2 国内外研究文献综述........................................................................................5 1.2.1 国外研究现状.............................................................................................5 1.2.2 国内研究现状.............................................................................................8 1.2.3 国内外研究评述.......................................................................................10 1.3 研究内容和研究方法......................................................................................13 1.3.1 研究内容...................................................................................................13 1.3.2 研究方式...................................................................................................13 1.4 研究创新点......................................................................................................14 第 2 章 精准营销相关理论基础 ...............................................................................15 2.1 精准营销的基本概念......................................................................................15 2.1.1 精准营销含义...........................................................................................15 2.1.2 精准营销体系...........................................................................................15 2.1.3 精准营销方式...........................................................................................17 2.2 精准营销的理论基础......................................................................................17 2.2.1 精准营销的营销理论基础.......................................................................18 2.2.2 精准营销的数据技术理论.......................................................................19 第 3 章 L 服装公司概况及欧亿·体育（中国）有限公司环境分析................................................................23 3.1 L 服装公司概况 ..............................................................................................23 3.2 欧亿·体育（中国）有限公司环境分析..................