本文選題：負相關(guān)關(guān)聯(lián)規(guī)則 + 正相關(guān)關(guān)聯(lián)規(guī)則��； 參考：《東北財經(jīng)大學》2013年碩士論文

【摘要】：進入信息時代的今天,計算機技術(shù)、互聯(lián)網(wǎng)技術(shù)的發(fā)展日新月異。這樣的發(fā)展影響著各行各業(yè),也滲透到人們生活中的各個方面。對于各個行業(yè)而言,伴隨著計算機、網(wǎng)絡(luò)科學技術(shù)如此的發(fā)展與更新,以及消費者在消費交易中的主導地位的不斷加強,如何充分利用現(xiàn)代科學技術(shù),成功地以最小的投入留住老客戶,同時開發(fā)新客戶,已然成為了各大商家關(guān)注的焦點。如何充分利用有效的營銷方式宣傳企業(yè),使得企業(yè)在本行業(yè)中占有一定的地位,以及如何讓企業(yè)了解自己的消費者、成功轉(zhuǎn)化潛在消費者為企業(yè)的真實客戶、贏得消費者的口碑、使客戶對企業(yè)的產(chǎn)品和服務(wù)產(chǎn)生信賴感和依賴感,是各個企業(yè)在不斷探索和前進的方向。 自1997年客戶關(guān)系管理(CRM)這一概念被提出以來,人們將其應(yīng)用從最初應(yīng)用的、資金雄厚的金融行業(yè)和電信行業(yè),延伸至各行各業(yè)中。其中,數(shù)據(jù)挖掘技術(shù)中的關(guān)聯(lián)規(guī)則挖掘技術(shù),在客戶關(guān)系管理中的應(yīng)用尤為廣泛。提到關(guān)聯(lián)規(guī)則挖掘技術(shù)在客戶關(guān)系管理中的應(yīng)用,學者們均將目光集中于挖掘正相關(guān)關(guān)聯(lián)規(guī)則,即通過研究、分析事務(wù)之間存在的正相關(guān)關(guān)系,挖掘何種事務(wù)經(jīng)常性的同時出現(xiàn),且彼此影響。通過這樣的數(shù)據(jù)挖掘結(jié)果,以及對其結(jié)果的分析,以便可以指導企業(yè)相關(guān)決策的制定,以此提高現(xiàn)有消費者的滿意度和忠誠度,同時開發(fā)新客戶。但是通過正相關(guān)關(guān)聯(lián)規(guī)則我們得到的結(jié)論,是無法挖掘事務(wù)之間的負相關(guān)性,即哪兩種事務(wù)很少同時出現(xiàn),哪種事務(wù)對另一種事務(wù)的影響是向其相反方向的,這樣的問題無法回答。此時,就需要通過挖掘事務(wù)之間的負相關(guān)關(guān)聯(lián)規(guī)則來解釋這種現(xiàn)象。 本文的研究重點是將視角轉(zhuǎn)化,將正、負關(guān)聯(lián)規(guī)則技術(shù)應(yīng)用于挖掘企業(yè)的營銷渠道與最終潛在客戶成功轉(zhuǎn)化為企業(yè)真實客戶的研究。首先通過對關(guān)聯(lián)規(guī)則算法中最為經(jīng)典算法的Apriori算法進行分析研究,在Apriori算法的基礎(chǔ)之上、支持度-置信度的框架之下,給出了負相關(guān)關(guān)聯(lián)規(guī)則的算法與求法；然后通過對客戶關(guān)系管理的相關(guān)問題的詳盡論述,總結(jié)了數(shù)據(jù)挖掘技術(shù)在客戶關(guān)系管理中的應(yīng)用；最后以一個具體的應(yīng)用實例,以及通過個人實踐所獲得的可靠數(shù)據(jù),利用SPSS Clementine統(tǒng)計分析軟件運行求解,對該結(jié)果進行分析,說明結(jié)合正相關(guān)關(guān)聯(lián)規(guī)則與負相關(guān)關(guān)聯(lián)規(guī)則得到的結(jié)論,比僅僅依靠正相關(guān)關(guān)聯(lián)規(guī)則得到的結(jié)論全面,同時對商家決策制定提出指導意見。 企業(yè)在進行營銷產(chǎn)品的時候,有很多營銷宣傳手段可以選擇,而且這些手段大多是相結(jié)合的、同時進行的。但是盲目地選擇已有的營銷宣傳手段就真的可以使企業(yè)的潛在客戶成為真實客戶么?每種營銷宣傳手段都能獲得預想的宣傳效果么?結(jié)果不然。消費者由于對信息的獲取渠道不同,通過不同渠道所傳達的信息,消費者的接受程度有所不同,使得有些營銷宣傳手段可以達到理想的效果,而其他一些差強人意。然而每種營銷渠道,都需要企業(yè)人力、財力的投入,減少轉(zhuǎn)化效率低的營銷渠道,加大轉(zhuǎn)化效率高的營銷渠道,更有利于企業(yè)節(jié)省成本。所以,我們應(yīng)該了解消費者的喜好,以便企業(yè)可以在營銷的過程中投其所好、知其所想,讓消費者在消費的整個過程,都可以獲得良好的服務(wù)、體會到商家的貼心。從消費者的角度出發(fā),使服務(wù)滲透到整個消費過程,從而提高消費者對企業(yè)的滿意度,以及對企業(yè)產(chǎn)品和服務(wù)的忠誠度。最終提高企業(yè)的口碑,使企業(yè)實現(xiàn)以最小的營銷投入、最小的維系客戶投入,獲得最大的經(jīng)濟效益的目的。
[Abstract]:Today, the development of the information age, the development of computer technology and Internet technology is changing rapidly. This development affects all walks of life and permeates all aspects of people's life. For every industry, with computers, network science and technology are so developed and new, as well as the dominant position of consumers in the consumer trade. Constantly strengthening, how to make full use of modern science and technology, to retain the old customers with the minimum investment and to develop new customers has become the focus of the big businesses. How to make full use of effective marketing methods to publicize the enterprise, make the enterprise occupy a certain position in this industry, and how to let the enterprise understand its own elimination. The successful conversion of potential consumers to the real customers of the enterprise, winning the reputation of the consumer, making the customer trust and dependence on the products and services of the enterprise, is the direction for the enterprises to explore and advance continuously.
Since the concept of customer relationship management (CRM) was put forward in 1997, people have extended its application from the initial application, the rich financial industry and the telecommunication industry to all walks of life. Among them, the association rules mining technology in data mining technology is widely used in the customer relationship management. The association rules mining technology is mentioned. In the application of customer relationship management, scholars have focused on mining positive correlation rules, that is, through research, the positive correlation between transactions is analyzed, and what kind of transaction recurs and affects each other. The results of such data mining and the analysis of the results can be used to guide the enterprise The decision is made to improve the satisfaction and loyalty of existing consumers and to develop new customers. But through the positive correlation rules we get the conclusion that it is impossible to excavate the negative correlation between the transaction, which is which two kinds of transactions rarely occur simultaneously, which kind of transaction affects the other transaction in the opposite direction. The problem can not be answered. At this point, we need to dig out the negative correlation rules between transactions to explain this phenomenon.
The focus of this paper is to transform the angle of view and apply the positive and negative association rules to the research of the marketing channel of the mining enterprise and the successful transformation of the final potential customers into the real customers of the enterprise. First, the Apriori algorithm of the most classical algorithm in the association rules algorithm is analyzed and the support degree is supported on the basis of the Apriori algorithm. Under the framework of confidence, the algorithm and method of negative correlation association rules are given, and then the application of data mining technology in customer relationship management is summarized through detailed discussion of the related problems of customer relationship management. Finally, a specific application example, and the reliable data obtained through personal practice, and the use of SPSS The Clementine statistical analysis software is solved, and the results are analyzed. It shows that the conclusion combined with the positive correlation association rules and the negative correlation rules is more comprehensive than the conclusion only depended on the positive correlation association rules. At the same time, it puts forward the guidance for the business decision making.
When enterprises carry out marketing products, there are many marketing methods that can be chosen, and most of these methods are combined and carried out at the same time. But the blind choice of existing marketing means can really make the potential customers of the enterprise become real customers? Every marketing propaganda means can get the expected publicity effect. The result is not. Consumers are different through different channels of information and different channels of information conveyed by different channels, and the acceptance of consumers is different, so that some marketing means can achieve the ideal effect, and others are poor. However, every marketing channel requires the investment of enterprise manpower and financial resources to reduce transformation. Low efficiency marketing channels and more efficient marketing channels are more conducive to enterprises to save costs. Therefore, we should understand the preferences of the consumers so that the enterprises can do well in the process of marketing and know what they want to get good service and appreciate the intimate business of the consumer in the whole process of consumption. The consumer's point of view makes the service permeate the whole consumption process, thus improving the satisfaction of the consumer to the enterprise, and the loyalty to the product and service of the enterprise. Finally, it improves the reputation of the enterprise, makes the enterprise realize the minimum marketing input, the minimum to maintain the customer's input, and obtain the maximum economic benefit.

【學位授予單位】：東北財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：TP311.13

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