Application of Big Data in E-Commerce Marketing based on 4R Model
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DOI: 10.23977/icidel.2018.056
Author(s)
Jianghui Liu, Yingying Liang And Shuping Lin
Corresponding Author
Jianghui Liu
ABSTRACT
Based on Big Data background and 4R Marketing Theory, this study analysed the efficient marketing model of E-Commerce enterprises. Through explaining the concept of Big Data and 4R Marketing Theory, and analysing the E-Commerce overview, we established four marketing paths from the aspects of relevance, reaction, relation, and reward. Finally, we integrated above paths to build an efficient marketing model for E-Commerce companies. This study provides theoretical support for the realization of the profit target of E-Commerce enterprises.
KEYWORDS
Big Data, E-Commerce, 4R Marketing Theory