基于用户小数据的学科服务精准营销实现流程与策略分析

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分类号 G258.6

DOI10.16810/j.cnki.1672-514X.2025.03.003

Analysis on Implementation Process and Strategy of Subject Service Precision Marketing Based on Users’ Small Data

Wan Wenjuan

AbstractSubject service precision marketing can promote the sustainable，eficient and in-depth development of subjectservice.Users’smalldataisthebasis of accurately identifyingusers’realneedsandthefundamental guarantee of realizing subject service precision marketing.It is necessary toapply users’smalldata tosubject service precision marketing.The application of users’smalldata in subject service precision marketing includes four process modules： users’smalldatacollection，users’smalldata processng，users’smalldataapplication and precision marketing sheme feedback.The specific implementation strategy includes emphasizing the collction of multiple users’data channels， introducing advanced technology to assist data processing，formulating scientific and reasonable marketing plans，and conducting regular marketing feedback evaluations.

KeywordsSmall data. Users’small data.Subject service.Precision marketing.

0 引言

早在2012年，学者布赖恩·普罗菲特（BrianProffitt）就已经意识到小数据的重要作用[1]美国康奈尔大学教授德伯哈尔·艾丝汀（DeborahEstrin）指出，从用户上网和使用各种移动设备过程中产生的大量行为轨迹数据中提取的个体数据，可以为揭示用户行为模式规律提供依据，这些个体数据即为大数据时代的小数据[2。（剩余8377字）