随着互联网、移动互联网的发展，越来越多的消费者选择网上购物。作为电商企业来说，如何让消费者在数量庞大的商品中快速找到他们喜欢的商品，做个性化、精准化的推送，增加用户粘性，这将是电商企业目前需要重点解决的问题。大数据的重要趋势就是数据服务的变革，利用大量的数据包括结构化（销售数据、评价数据等）与非结构化（日志、视频等）数据来分析用户访问、消费行为。不仅要对该消费者的行为进行分析，还要找到与该消费者消费行为相似的人进行分析、挖掘，最终围绕营销理论的4个维度，做出精准的分析。本文分为四个部分：第一部分主要介绍了选题的意义、研究思路以及研究内容，提出了价格战不是取胜之道。价格战可以作为吸引消费者的一个工具，但是从长远来看，B2C电子商务企业必须寻找到一个新的竞争战略。第二部分主要介绍了电子商务、4C理论、大数据概念以及传统B2C电子商务所面临的问题，即无法准确的预测消费者的需求以及心理价位、无法提供个性化推荐、无法精准推送广告以及物流配送等方面的问题。第三部分介绍了在大数据背景下，企业通过大数据准确定位4C营销理论的四个维度。由于互联网的便利性，B2C电子商务企业可以很方便、快速的收集到大量的数据，例如关键词、浏览行为、购买数据、兴趣爱好等，通过分析这些庞大的数据，可以准确的定位消费者的需求、可以精准的分析消费者的成本、可以对物流进行优化提高配送速度、可以精准的投放广告。第四部分介绍了在大数据背景下4C营销理论的四个维度在B2C电子商务中的具体应用，其中，淘宝利用大数据分析准确的获取到了消费者的需求；淘宝通过对大数据分析来提升物流配送的效率；京东通过大数据平台给消费者在购物时提供便利；亚马逊通过其自身的大数据平台，为消费者推送精准的广告，一来可以为做广告的企业节约成本，二来可以让消费者看到他们真正的广告需求。总之，在大数据时代，B2C电子商务企业只有利用好大数据这把利器，真正让顾客感受到这个性化、精准化的服务，才能在竞争中赢得胜利！

With the development of Internet, mobile Internet, more and more consumers choose online shopping. As a business enterprise , how to make a large amount of goods consumers quickly find their favorite products, increase user stickiness , it will be the current electricity providers need to focus on solving business problems . Big data is an important trend data services change, the use of large amounts of data including structured (sales data, evaluation of data, etc.)and unstructured (logs, video, etc.)adata to analyze user access, consumer behavior. Not only to carry out the analysis of consumer behavior , but also for all consumers to analyze consumer behavior to find the person who carried out a similar analysis , mining, accurate analysis of consumer demand.This paper is divided into four parts:The first part introduces the significance of the topic , research ideas and research , proposed a price war is not the way to win . Price war could serve as a tool to attract consumers , but in the long run , B2C e-commerce companies must find a new competitive strategy.The second part introduces the problem of e-commerce , 4C theory , the concept of big data and traditional B2C e-commerce are facing , you can not accurately predict consumer demand and psychological level , can not provide personalized recommendation , not precise push advertising and logistics distribution and other aspects of the problem .The third part describes the background in big data, enterprise accurate positioning 4C marketing theory in four dimensions by big data. Due to the convenience of the Internet, B2C e-commerce businesses can easily and quickly collect large amounts of data, such as keywords, browsing behavior, purchase data, hobbies, etc. By analyzing these large data, consumers can accurately locate demand, can accurately analyze costs for consumers, can be optimized to improve logistics and distribution speed, you can advertise accurate.The fourth part describes the specific application data in four dimensions large background 4C marketing theory in B2C e-commerce , which use large Taobao obtain accurate data analysis to consumer demand ; Taobao through big data analysis to improve logistics and distribution efficiency ; Jingdong to provide consumers with big data platform through when shopping convenience ; Amazon through its own big data platform for consumer advertising push precise , one can save costs for the advertising business , and secondly to let consumers see their real advertising needs.In short, the era of big data, B2C e-commerce companies only make good use of the large data this tool, so that customers feel the real nature of, accurate service, in order to win in the competition!