Research on the Optimization of Personalized Marketing Strategies in E-Commerce Driven by Big Data

在大数据驱动的背景之下，电子商务平台的个性化营销逐渐成为提升营销效率及用户满意度的重要手段。平台通过对用户数据的深入挖掘，实现了从大众化营销向精准化营销的转变。但在实际应用的过程中，个性化营销策略在技术实现、用户体验及隐私保护等方面面临诸多挑战。本文旨在探索此境遇下电商平台个性化营销策略的优化路径，重点分析现有营销模式的优势与不足，并提出如何在提升精准度的同时，提高用户体验感及保护消费者隐私的改进方案。Under the background of big data-driven, personalized marketing on e-commerce platforms has gradually become an important means to improve marketing efficiency and user satisfaction. Through in-depth mining of user data, the platforms have achieved a transformation from mass marketing to precise marketing. However, in the actual application process, personalized marketing strategies face many challenges in terms of technical implementation, user experience and privacy protection. This article aims to explore the optimization path of personalized marketing strategies for e-commerce platforms in this situation, focusing on analyzing the advantages and disadvantages of the existing marketing models, and proposing improvement plans on how to enhance accuracy while improving user experience and protecting consumer privacy.