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进入21世纪,世界经济全球化、知识化、信息化、数字化和网络化使世界经济逐步迈向“无国界”的新经济时代。在全球信息技术不断发展和广泛应用的推动下,电子商务已成为众多企业之间、企业与消费者之间进行信息沟通和贸易活动的重要形式,与消费者的生活联系越来越密切。这种态势对企业的经营理念和营销方式构成了强大冲击,以网络和信息技术为核心的精准营销体系,在一定程度上将取代传统的营销方式,逐步成为现代企业营销发展的新趋势。这就出现了精准营销的新概念。
In the 21st century, the global economic globalization, knowledge-basedization, informationization, digitization and networking have gradually brought the world economy to the new economic era of “borderlessness.” With the continuous development and extensive application of global information technology, e-commerce has become an important form of information communication and trade activities among many enterprises, enterprises and consumers, and has become more and more closely linked with the life of consumers. This situation poses a powerful impact on the business philosophy and marketing mode of the enterprise. The accurate marketing system with network and information technology as the core will replace the traditional marketing mode to some extent and gradually become the new trend of modern enterprise marketing. This presents a new concept of precision marketing.