Problems and strategies in the process of network marketing towards precision in the context of big data

The sudden outbreak of COVID-19 has greatly affected the development of all industries, and the development of many enterprises has been severely impacted. In the context of epidemic prevention and control, the Internet has brought new development space for enterprise marketing, so more and more enterprises begin to enter the field of online marketing. With the continuous progress of Internet technology and the deepening of informatization, China's big data industry has made qualitative progress. The traditional marketing model cannot meet the needs of the increasingly fierce market competition. By applying big data technology to network marketing, enterprises can dig deeply into user information and formulate corresponding marketing strategies based on users' preferences, behavior patterns and shopping habits, so as to realize precise marketing and improve their economic benefits by mining potential customers. However, there are also some problems in the process of using big data technology to move towards precision, such as serious homogenization, low application level, and privacy security issues. Only by solving these problems can enterprises use big data to achieve higher quality development.