移动互联网时代,社会化媒体深刻改变了消费者的消费观念与行为。消费者个性化需求得到前所未有的重视。企业为了迎合消费者的变化,必须进行产品差异化策略,把社会化媒体平台和大数据技术进行有机融合显得至关重要。基于此,本文将站在营销的角度,试论如何在社会化媒体平台中充分利用大数据技术,以达到精准营销。 In the era of mobile Internet, social media has profoundly changed consumer attitudes and behaviors. Consumer demand for personalized attention has been unprecedented. In order to cater to the changes of consumers, enterprises must carry out the strategy of product differentiation. It is crucial to integrate the social media platform with the big data technology. Based on this, this article will stand in the marketing perspective, on how to make full use of big data technology in social media platform to achieve accurate marketing.