Author(s)

Jianghui Liu, Yingying Liang And Shuping Lin

Corresponding Author

Jianghui Liu

ABSTRACT

Based on Big Data background and 4R Marketing Theory, this study analysed the efficient marketing model of E-Commerce enterprises. Through explaining the concept of Big Data and 4R Marketing Theory, and analysing the E-Commerce overview, we established four marketing paths from the aspects of relevance, reaction, relation, and reward. Finally, we integrated above paths to build an efficient marketing model for E-Commerce companies. This study provides theoretical support for the realization of the profit target of E-Commerce enterprises.

KEYWORDS

Big Data, E-Commerce, 4R Marketing Theory