Research on the Implementation Path and Effect of Precision Marketing in Logistics Enterprises

Abstract

This study explores the implementation path and effect of precision marketing in logistics enterprises, taking JD.com as a typical case. Against the background of fierce competition in the logistics industry, precision marketing has become a core strategy, but there are gaps in its application. Through case analysis, it is found that JD.com has achieved remarkable results by integrating multi-dimensional data to build a 360° customer view, adopting segmentation strategies, designing precision marketing strategies and implementing customer relationship management. It has not only improved operational efficiency such as increasing the revenue share of high-value users and optimizing the marketing input-output ratio but also enhanced customer experience like improving member NPS and logistics fulfillment satisfaction. The study enriches the theoretical connotation of precision marketing in the logistics field and provides practical references for logistics enterprises to enhance competitiveness.