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1、基于數(shù)據(jù)挖掘的汽車精確營(yíng)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(jì)碩士重慶大學(xué)數(shù)學(xué)與統(tǒng)計(jì)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(chǎng)的不斷成熟和競(jìng)爭(zhēng)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(chǎng)營(yíng)銷資源已經(jīng)成為每個(gè)汽車企業(yè)需要面對(duì)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(yùn)用數(shù)據(jù)挖掘，從大量的實(shí)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(shí)，并將這些知識(shí)應(yīng)用于商業(yè)決策過程中。論文對(duì)數(shù)據(jù)挖掘的相關(guān)理論進(jìn)行了梳理，重點(diǎn)闡述了數(shù)據(jù)挖掘方法——關(guān)聯(lián)規(guī)則和對(duì)應(yīng)的經(jīng)典算法Apr
3、iori算法；引入精確營(yíng)銷的概念，提出數(shù)據(jù)挖掘是精確營(yíng)銷的工具，并對(duì)數(shù)據(jù)挖掘在汽車行業(yè)精確營(yíng)銷中的主要應(yīng)用和實(shí)現(xiàn)過程進(jìn)行了闡述。采集汽車企業(yè)真實(shí)的營(yíng)銷數(shù)據(jù)，對(duì)企業(yè)營(yíng)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(gè)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(gè)屬性、運(yùn)用Apriori算法挖掘四個(gè)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(chǎng)的區(qū)域化特征，為某企業(yè)的區(qū)域化精確營(yíng)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(yíng)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
