Abstract: Rapid development of agricultural e-commerce has further stimulated diversified and personalized demand for online consumption of agricultural products．However, in the era of big data, traditional agricultural product e-commerce marketing lacks user data mining and analysis, positioning of target users is not accurate enough．Based on analysis of concept and application of user portraits, key technologies and processes for construction of user portraits were combed and expounded, mechanism and logical framework for precision marketing of agricultural product user portraits was built, and application case demonstration and analysis was conducted using e-commerce consumption data of a certain characteristic agricultural product．The research effectively completed user data collection, data analysis and user profile construction of an e-commerce platform, realized precision marketing, personalized recommendation and consumption forecast analysis of characteristic agricultural products, and provided practical suggestions for development of agricultural product e-commerce industry under background of rural revitalization．