LBS在精准营销中的应用研究

LBS在精准营销中的应用研究(任务书,开题报告,论文14000字)
摘要
近年来随着互联网新兴技术地发展、移动智能终端的全面普及，电子商务的热度逐年攀升，LBS(LacationBasedService,基于位置的服务)在我们的日常生活中应用十分广泛。而随着新零售时代的到来，互联网时代纯电商模式的热度也势必会逐年减退，网络消费者的红利也将消失殆尽，未来LBS的应用在新零售时代将是至关重要的一环，它将与目前火热的互联网技术中的AI人工智能技术如人脸识别、瞳孔识别等、Big Data大数据技术如数据的预测相紧密结合，能够在一定的维度上深度挖掘现有有用户和潜在用户的消费需求,未来它将能够通过现有用户数据分析感知用户的消费习惯，预测下一阶段的消费趋势，因此可以为每个不同的用户制定个性化的、科学的、合理的营销策略。本文以第41次中国互联网络发展状况统计报告中的内容为背景，分析了目前LBS在我国的应用现状以及存在的相关问题，探究了LBS与精准营销存在的内在关系，对目前基于LBS的精准营销策略进行了研究，对LBS在精准营销中的实例进行了分析，最后对新零售时代LBS在精准营销领域面临的机遇与挑战做出相应的分析。
关键字：基于位置的服务；精准营销；新零售；电子商务
 
Abstract
In recent years, with the development of new technology in the Internet and the universal popularity of mobile intelligent terminals, the heat of electronic commerce has been increasing year by year. LBS (LacationBasedService, location based service) is widely used in our daily life. With the arrival of the new retail era, the heat of the pure e-commerce model in the Internet age is bound to decline year by year, and the dividend of the Internet consumers will disappear. The application of the future LBS will be a vital link in the new retail era. It will be with the AI artificial intelligence technology in the current hot Internet technology, such as face recognition and pupil. Hole recognition and Big Data large data technology, such as the prediction of data, can deeply excavate the consumption needs of existing users and potential users on a certain dimension. In the future, it will be able to perceive consumer habits through existing user data analysis and predict the consumption trend of the next stage, so it can be used for each of them. The same users make individualized, scientific and reasonable marketing strategies. Based on the background of the forty-first China Internet development statistics report, this paper analyzes the current application status of LBS in China and the existing problems, explores the inherent relationship between LBS and precision marketing, studies the current precision marketing strategy based on LBS, and advances the examples of LBS in precision marketing. Finally, we analyze the opportunities and challenges faced by LBS in the field of precision marketing in the new retail era.
Keywords:LBS; Precision Marketing;New Retail; Electronic-commerce
目录
第1章 绪论    1
1.1选题背景    1
1.2研究方法与研究思路    2
1.3国内外研究动态    2
第2章 LBS发展现状    4
2.1 LBS简介    4
2.2 LBS应用现状    4
第3章 LBS应用实例    6
3.1大众点评网    6
3.2PokémonGo    6
3.3滴滴出行    7
3.4摩拜单车    8
第4章 基于LBS的精准营销策略    9
4.1构建基于LBS的用户画像    9
4.2构建基于LBS的O2O融合体系    10
4.3构建基于场景化的消息推送机制    11
第5章 基于LBS精准营销的机遇与挑战    13
5.1新零售背景下的机遇    13
5.2新零售背景下的挑战    14
第6章 结论与展望    15
参考文献    16
致谢    17