摘要
摘要
随着我国互联网技术的不断发展和移动通信基础设施建设的不断完善，移动智
能终端已经超越个人计算机成为互联网接入的主要入口。随之而来的是购物场景的
巨大变化，随时随地可供接入的互联网和方便易用的各种购物 APP，使购物再没有
了时间和空间的限制，消费的便利性得到了极大的提升，越来越多的消费者已经离
不开这种新的购物方式。对于商家而言，这种消费环境的变化却是一个巨大的挑战，
因为大多数企业现有的精准营销体系多是以 STP理论、4C理论、4P理论等经典营销
理论为基础，以线下购物为主要场景，围绕价格、产品、渠道、促销等因素开展营
销活动。而如今面临着购物环境的巨大变化，经典的精准营销活动所能够带来的收
益越来越有限，营销成本高，营销效果差，这已经成为了企业开展精准营销活动普
遍存在的问题。与此同时，在伴随着购物环境发生巨变的同时，还发生着一场不知
不觉的数字革命。消费者在享受随时随地的互联网接入和方便快捷的 APP下单的同
时，还在不知不觉中产生着海量的数据。这些数据不但直接记录了消费者的购物信
息，还间接的反映着消费者的个人特征、兴趣爱好和购物习惯等等关键信息。这些
信息对于企业而言无疑是一笔巨大的财富，如果企业能够合理利用这些信息，挖掘
出这些信息背后所蕴含的商业价值，并据此指导企业的营销活动，就会对企业提升
销量、提高利润产生积极影响。
本文在对经典的市场营销理论进行梳理和研究的同时，还重点研究了如何利用
大数据、数据挖掘和人工智能等信息技术手段开展用户细分、个性化推荐系统建设
和用户画像系统建设等活动。本文以 AD公司为研究案例，在介绍了其如何开展上
述数据挖掘活动的同时，还对其如何运用数据挖掘活动的成果来开展精准营销活动
进行了重点介绍。本文希望通过对相关理论的研究和方法的介绍，能够帮助同类型
企业发现问题、分析问题，并找到解决方案，为企业在激烈的商业竞争中更好的生
存和发展提供帮助。
关键词：精准营销；数据挖掘；用户细分；推荐系统；服装公司
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Abstract
Abstract
With the continuous development of China's Internet technology and the continuous
improvement of mobile communication infrastructure construction, mobile intelligent
terminals have surpassed personal computers as the main entrance to Internet access. With
this comes a huge change in the shopping scene. The Internet and various convenient and
easy-to-use shopping APPs that can be accessed anytime and anywhere make shopping no
longer limited by time and space, and the convenience of consumption has been greatly
improved, and more and more consumers have become inseparable from this new way of
shopping. For businesses, this huge change in the consumer environment is a huge challenge,
because most of the existing precision marketing system is mostly based on STP theory, 4C
theory, 4P theory and other classical marketing theories, with offline shopping as the main
scene, around price, product, venue and other factors to carry out marketing activities.
Nowadays, facing the huge changes in the shopping environment, the classic precision
marketing activities can bring more and more limited revenue, high marketing costs, poor
marketing results, which has become a common problem for enterprises to carry out
precision marketing. At the same time, along with the dramatic changes in the shopping
environment, there is also an unconscious digital revolution taking place. Consumers enjoy
anytime, anywhere access to the Internet and the convenience of APP orders at the same
time, but also unknowingly generated a huge amount of data. These data not only directly
record the consumer's shopping information, but also indirectly reflect the consumer's
personal characteristics, interests and shopping habits and other key information. This
information is undoubtedly a great asset for enterprises, and if enterprises can make
reasonable use of this information, dig out the business value behind this information, and
guide their marketing activities accordingly, it will have a significant positive impact on the
survival and development of enterprises.
In this paper, while combing and studying the classic marketing theories, we also focus
on how to use information technology tools such as big data, data mining and artificial
intelligence to carry out activities such as user segmentation, personalized recommendation
system construction and user portrait system construction. This paper takes AD company as
a research case and introduces how it carries out the above data mining activities while also
focusing on how it uses the results of data mining activities to carry out precision marketing
activities. This paper hopes that the theoretical research and the introduction of methods can
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