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1、基于數(shù)據(jù)挖掘的汽車精確營銷策略研究重慶大學(xué)碩士學(xué)位論文(專業(yè)學(xué)位)學(xué)生姓名:和格漩指導(dǎo)教師:馬軍教授學(xué)位類別:應(yīng)用統(tǒng)計碩士重慶大學(xué)數(shù)學(xué)與統(tǒng)計學(xué)院二O一五年四月TheResearchonAutomobilePreciseMarketingStrategyBasedonDataMiningAThesisSubmittedtoChongqingUniversityinPartialFulfillmentoftheRequirementfortheProfessionalDegreeByHeGexuanSupervisedbyProf.MaJunSpecialty:M.A.S.C
2、ollegeofMathematicsandStatisticsofChongqingUniversity,Chongqing,ChinaApril,2015重慶大學(xué)碩士學(xué)位論文中文摘要摘要隨著我國汽車市場的不斷成熟和競爭程度的不斷增加,如何增加客戶滿意度、合理有效地配置市場營銷資源已經(jīng)成為每個汽車企業(yè)需要面對的問題。數(shù)據(jù)挖掘技術(shù)為企業(yè)解決這些管理難題帶來了新的思路和解決方案,通過運用數(shù)據(jù)挖掘,從大量的實際業(yè)務(wù)數(shù)據(jù)中,可以發(fā)現(xiàn)潛在有用的信息和知識,并將這些知識應(yīng)用于商業(yè)決策過程中。論文對數(shù)據(jù)挖掘的相關(guān)理論進(jìn)行了梳理,重點闡述了數(shù)據(jù)挖掘方法——關(guān)聯(lián)規(guī)則和對應(yīng)的經(jīng)典算法Apr
3、iori算法;引入精確營銷的概念,提出數(shù)據(jù)挖掘是精確營銷的工具,并對數(shù)據(jù)挖掘在汽車行業(yè)精確營銷中的主要應(yīng)用和實現(xiàn)過程進(jìn)行了闡述。采集汽車企業(yè)真實的營銷數(shù)據(jù),對企業(yè)營銷過程中的促銷方式、用戶購買因素、地區(qū)以及車型這四個屬性進(jìn)行挖掘,分別利用數(shù)據(jù)透視表在線分析任意兩個屬性、運用Apriori算法挖掘四個屬性之間可能存在的關(guān)聯(lián)。根據(jù)數(shù)據(jù)分析結(jié)果和我國汽車市場的區(qū)域化特征,為某企業(yè)的區(qū)域化精確營銷策略提供參考建議。關(guān)鍵詞:數(shù)據(jù)挖掘,關(guān)聯(lián)規(guī)則,汽車行業(yè),精確營銷I重慶大學(xué)碩士學(xué)位論文英文摘要ABSTRACTWiththeincreasingmaturityanddegreeofco
4、mpetitionofautomotiveindustryinChina,howtoincreasecustomersatisfactionandmakefulluseofmarketingresourceshavebecomeabigproblemthateverycarcompanyneedstosolve.Fortunately,dataminingbringscarcompaniesanewideaandanewwaytosolvethesemanagementproblems.Byusingdatamining,somepotentialandusefulkno
5、wledgemaybefoundfromlargeamountofbusinessrawdata;theknowledgethatisfoundcanbeappliedtotheprocessofbusinessdecision-making.Whenitcomestothisstudy,firstly,basedonalotofacceptableinformation,thetheoryofdataminingisanalyzed,anddataminingmethodsusedinthispaper——associationrulesandApriorialgori
6、thm——arefocusedon.Secondly,thestudyintroducestheconceptofprecisionmarketing,sayingthatdataminingisatoolofachievingprecisionmarketing.Besidesthat,themainapplicationsofdataminingandtheprocessofrealizingprecisionmarketinginautomotiveindustryisexpounded.Thirdly,fourattributes——promotions,buyi
7、ngfactors,placesandcartypes——areanalyzed.Theseattributesdatacomefromrealenterprisemarketingdatabase.Respectively,PivotTableisusedtoanalyzeanytwoattributes,andApriorialgorithmisusedtoanalyzethefourattributestofindoutwhetherpossibleassociationexistsbetweenthem.Lastbut