当前企业面临过度营销危机,销售成本上升而销售效率明显下降,大多消费者对企业的销售策略不为所动。在此背景下,精准营销应运而生,有针对性地为消费者提供解决方案。本文总结了关于精准营销的概念、特征、内涵、方法以及应用这五个方面的现有文献,并对这些国内外研究文献进行分析评价。 The current business is facing an over-marketing crisis, rising sales costs and sales efficiency decreased significantly, most consumers on the company’s sales strategy unmoved. In this context, accurate marketing came into being, targeted to provide consumers with solutions. This article summarizes the existing literature about the concept, characteristics, connotation, methods and applications of precision marketing, and analyzes and evaluates these domestic and foreign research literature.