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Academic Journal of Business & Management, 2024, 6(1); doi: 10.25236/AJBM.2024.060131.

Research on personalised product marketing strategies driven by big data


Cui Le1,2

Corresponding Author:
Cui Le

1Anshan Normal University, Anshan City, China

2University of Perpetual Help System DALTA, Las Piñas City, 1740 Philippines


With the deep development of the digital era, big data has gradually evolved into a core element for enterprises in constructing personalised product marketing strategies. This article begins by clarifying the research background of big data in the field of personalised product marketing and its far-reaching significance. Subsequently, the basic definition, unique attributes, and significant advantages of big data in promoting personalised product marketing are systematically elaborated. Then, this paper discusses the construction of personalised product marketing strategies based on big data, covering market segmentation strategies based on consumer profiles, personalised product recommendation strategies, targeted advertising strategies and customer relationship management optimisation strategies. By introducing the case of Huawei Mall(VMALL), this paper successfully proves the efficiency and practicality of big data-driven personalised product marketing strategy in practical application. Finally, the article provides a prospective outlook on the future development of big data in the field of personalised product marketing.


Big data; Personalised product marketing; Consumer profiling; Market segmentation; Precision advertising; Customer relationship management

Cite This Paper

Cui Le. Research on personalised product marketing strategies driven by big data. Academic Journal of Business & Management (2024) Vol. 6, Issue 1: 215-220. https://doi.org/10.25236/AJBM.2024.060131.


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