Marketing Stratification and Path Research based on User Behavior Scenarios and Cluster Analysis in the Background of Big Data

With the rapid development of Internet and digital technology, user behavior trajectory has become an important basis for enterprises to analyze market dynamics, optimize products and formulate precise marketing strategies. The purpose of this paper is to discuss the analysis method of automobile user behavior trajectory and its application in marketing path. Through the in-depth analysis of user behavior data, enterprises can understand the consumer psychology, purchasing habits and preferences of users, so as to formulate personalized marketing strategies, improve marketing effects and reduce costs. This paper first outlines the concept and importance of the car user behavior track, and then elaborates the whole process of data processing, density-based cluster analysis and the application of the car user portrait, and displays the specific application effect of the user behavior track in the marketing path combined with the simulation data.