大数据时代下,传统营销方式逐渐呈现出弊端,而利用大数据技术分析和挖掘大量客户信息并进行个性化推送的精准营销越来越受到欢迎。本文从大数据相关理论入手,探讨大数据背景下如何进行精准营销,并指出可能遇到的困境。 Under the era of big data, the traditional marketing methods have gradually presented the drawbacks. However, the accurate marketing that uses big data technology to analyze and mine a large amount of customer information and conduct personalized push is getting more and more popular. This article starts with the theory of big data to discuss how to carry on the accurate marketing under the background of big data and points out the difficulties that may be encountered.