A Closed-Loop Model for Precision E-Commerce Marketing of Wuyi Rock Tea- Strategy Development and Empirical Analysis from a Big Data Perspective

DOI: https://doi.org/10.62517/jmsd.202512421

Author(s)

Zhaoyong Ouyang*, Lina Sha

Affiliation(s)

Graduate University of Mongolia, Ulaanbaatar, Mongolia *Corresponding author

Abstract

With the advancement of big data technologies and the deepening integration of the “Internet Plus Agriculture” initiative, e-commerce for agricultural products is rapidly evolving toward greater intelligence and precision. As a high-value agricultural product with both geographical indications and cultural significance, Wuyi Rock Tea continues to face challenges in its e-commerce marketing, including imprecise user targeting, weak content delivery, and excessive dependence on third-party platforms.In response to these issues, this study integrates the characteristics of big data with the Customer Lifetime Value model to construct a five-dimensional closed-loop precision marketing framework encompassing data collection, user insight, content-driven engagement, strategic execution, and performance feedback. To empirically validate the model, two representative cases—Songshan Shouwu Tea and Longquanyi Honey Peach—are selected for comparative analysis.Based on the research findings, this paper proposes a set of strategic directions aimed at enhancing the digital transformation and precision marketing of culturally embedded agricultural products. These include building regional multi-source data platforms to support more comprehensive information integration; developing multidimensional user profiling and tiered value segmentation mechanisms to improve targeting accuracy; creating a culture-centered content dissemination matrix to strengthen emotional resonance and brand identity; constructing a cross-platform, integrated execution system to optimize conversion pathways; and establishing feedback-driven data loops that enable continuous strategy refinement and intelligent optimization. Together, these approaches offer both theoretical insights and practical guidance for promoting more effective marketing practices in the context of culturally significant agricultural e-commerce.

Keywords

Big Data; Wuyi Rock Tea; Precision Marketing; Customer Lifetime Value; Digital Agriculture

References

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