In the new era of economic development, market economy is becoming more and more mature, science and technology are changing with each passing day, and many important areas of national life are gradually showing the trend of overall transfer to the mobile Internet. Network personalized marketing can not only help consumers quickly dig out effective information from huge information data in e-commerce, but also help enterprises to establish personalized customer communication service system, which can help realizing the benign interaction between customers and enterprises. This paper chooses customer delivered value as intermediary variable. Firstly, the paper collects the research data by means of questionnaire survey. The questionnaire design includes 49 measurement questions about personalized marketing (A1-A9), total customer value (B1-B9), total customer cost (C1-C8), customer loyalty (D1-D13). 521 questionnaires are distributed to people of different ages, gender, educational level, occupation, online shopping experience, and 405 valid questionnaires were recovered and screened. Secondly, the paper uses SPSS 23.0 software to make descriptive statistical analysis of the research data, to analyze the reliability and validity of each variable measurement scale, to analyze the intermediary effect of total customer value and total customer cost, so as to explore the interaction between personalized marketing and customer loyalty as a whole. The results show that: (l) The dimensions of information accuracy, instantaneity and information intensiveness of personalized marketing can positively affect customer loyalty, while positively affect customer value and negatively affect customer total cost. (2) Total customer value positively affects customer loyalty, while total customer cost negatively affects customer loyalty. ⑶ Total customer value has a partial mediating effect on the relationship between personalized marketing and customer loyalty, and total customer cost has a partial mediating effect on the relationship between personalized marketing and customer loyalty