Construction of E-commerce Personalized Marketing Model under the Framework of Big Data Technology

With the rapid development of digital economy, the operation mode and market competition pattern of e-commerce enterprises are undergoing profound changes. In order to stand out in the market, e-commerce companies began to implement brand-new marketing programs to meet the personalized needs of users and optimize the user experience. However, the traditional marketing model often relies on large-scale, standardized promotion strategy, which has obvious shortcomings such as lag and rigidity, and it is difficult to achieve the purpose of personalized marketing. In this regard, aiming at the current problems, this paper will deeply explore the application feasibility of big data technology in this field, and put forward a set of personalized marketing model of e-commerce based on big data technology to realize personalized recommendation and service, thus improving marketing efficiency and conversion rate and reducing marketing costs. Practice has proved that the emergence of big data technology provides strong technical support for personalized marketing. By collecting, analyzing and mining massive user data, enterprises can realize accurate personalized demand prediction of users, improve consumers' experience satisfaction and help enterprises turn to a more intelligent and data-driven personalized marketing model.