Research on the Application of Big Data in Precision Marketing of the Big Health Industry in the Guangdong-Hong Kong-Macao Greater Bay Area

As a strategic emerging industry, the big health industry faces the challenge that traditional marketing models struggle to meet increasingly diverse and personalized consumer needs. This study investigates the application of big data in precision marketing within the big health industry in the Guangdong-Hong Kong-Macao Greater Bay Area. Drawing on literature research, case analysis, and data mining, it systematically examines the current stage of industrial development, the characteristics of regional integration, and the main marketing bottlenecks. The findings indicate that, despite rapid expansion and distinctive cross-regional advantages, enterprises still lack deep user insight, effective customer segmentation, and efficient marketing channels. Through the analysis of representative enterprise cases, the study clarifies the operating logic of big data-driven precision marketing: multi-channel data collection, integration, and cleaning; in-depth analysis to construct user portraits; and subsequent implementation of market segmentation, personalized product and service design, and targeted channel delivery. Empirical evidence suggests that the adoption of big data tools significantly improves user activity, sales performance, and customer retention. Nevertheless, the application of big data is constrained by data security and privacy risks, shortages of technical talent, and difficulties in cross-platform data integration. In response, the paper proposes a coordinated promotion strategy involving government optimization of laws and regulations, enterprise investment in technology and talent, and industry associations' support for standardized data sharing, thereby providing theoretical and practical guidance for enhancing precision marketing and promoting high-quality development of the big health industry in the Greater Bay Area.