Application of Mining Algorithm in Personalized Internet Marketing Strategy in Massive Data Environment

Abstract

Internet marketing requires a personalized marketing strategy. In this study, the application of data mining in personalized Internet marketing was studied. Based on the mining algorithm, a personalized marketing method was designed. Through the calculation of frequent closed item sets and support counts of positive and negative samples, the interval with a high success rate for marketing was obtained. With performance analysis, it was found that the marketing method of this study successfully improved the rate about 8% compared with the traditional marketing method. This method would have better performance under the smaller interval number and smaller minimum success number. After the actual application in telecommunication enterprise A, it was found that after adopting the marketing method of this study, the marketing success rate of A enterprise increased from 2.72–6.31%, which indicated the effectiveness of the method. The research results in this study proved the role of data mining algorithms in Internet marketing, which was conducive to the further application of mining algorithms in personalized marketing.

Analyzing the Challenges of Traditional Marketing Concepts of Mengniu Groups in The Internet Era

“…With the advantages of reform and opening up and the rapid economic growth of the Inner Mongolia Autonomous Region, Mengniu Group has developed into a leading company in China's dairy industry in 20 years. In 2004, Mengniu Group was listed on the Hong Kong Stock Exchange, raising a total of 1.4 billion RMB [2]. The company's long-term goal is to expand its business worldwide and become a leader in the world dairy industry.…”

“…The company's products include milk, yogurt, ice cream, powder, and cheese. It is also developing derivative categories, such as fresh milk and beverages, which have the potential for development [2].…”

“…As a result, some of Mengniu Group's products cannot keep pace with the changing needs of consumers. As a result, in today's competitive market environment, Mengniu produces products that do not meet the needs of consumers or are not made from the consumer's perspective [2].…”

“…Viewers can complete transactions simply by being in the live room. According to the data provided in the "Marketing Strategy Study of Mengniu Group in the Internet environment, the full scale of China's live e-commerce industry will reach about 961 billion yuan in 2020, accounting for 8.7% of China's e-tailing scale [2]. According to the data of the China Network Information Center, as of June 2020, the number of live e-commerce shows is about 10 million, the scale of live users reaches 309 million, and the number of viewers is about 50 billion [http://www.cnnic.net.cn/].…”