作 者: ;
机构地区: 广东女子职业技术学院
出 处: 《河南工程学院学报(社会科学版)》 2011年第2期32-38,共7页
摘 要: 基于网络客户数据的市场细分研究,是企业亟待解决的难点问题,可以帮助企业准确区分出有价值的目标客户。从研究模型上来看,市场细分研究选取实证中客户留在网站的个人背景信息、交易属性、价值属性作为细分变量,建立数据仓库挖掘客户数据。从研究方法上来看,市场细分研究采用聚类分析和多位数据分析。市场细分研究的最终目的是区隔目标客户,为企业制定营销策略提供决策参考。 Market segmentation based on online customer data has been the crucial problem in corporations and serves as the effective means of distinguishing value target customers for enterprises.Market segmentation research employs the real personal attribute,transaction attribute,value attribute as variables and establishes data warehouse of mining online customer data from research models;and it employs cluster analysis and multi-bit data analysis from research method.The targeted aim of this study is to divide targeted customers and puts forward decision reference in marketing corporate strategies.