本文選題：大數(shù)據(jù)　切入點(diǎn)：數(shù)據(jù)挖掘　出處：《上海工程技術(shù)大學(xué)》2015年碩士論文

【摘要】：云計(jì)算、物聯(lián)網(wǎng)、社交網(wǎng)絡(luò)等新興服務(wù)和技術(shù)的出現(xiàn)促使人類社會(huì)的數(shù)據(jù)種類和規(guī)模正以前所未有的速度增加和擴(kuò)大,數(shù)據(jù)從簡(jiǎn)單的處理對(duì)象開始轉(zhuǎn)變?yōu)橐环N基礎(chǔ)性資源,如何更好地管理和利用大數(shù)據(jù)已經(jīng)成為普遍關(guān)注的話題。同時(shí),隨著人們生活水平的提高,消費(fèi)規(guī)模不斷擴(kuò)大,消費(fèi)者個(gè)性化需求越來越明顯。這就要求企業(yè)要制定新的營(yíng)銷策略來滿足消費(fèi)者需求。因此,本文以消費(fèi)者行為研究為基礎(chǔ),探討企業(yè)如何在當(dāng)前的大數(shù)據(jù)時(shí)代,合理利用現(xiàn)代信息技術(shù),重新審視消費(fèi)者行為特征,制定出更為高效的精確營(yíng)銷策略。本文運(yùn)用理論分析與實(shí)證研究相結(jié)合的方法,在精確營(yíng)銷理念的指導(dǎo)下,針對(duì)現(xiàn)代消費(fèi)者特征選取消費(fèi)者行為指標(biāo),進(jìn)而利用數(shù)據(jù)挖掘技術(shù)探求基于消費(fèi)者行為的精確營(yíng)銷策略。主要研究?jī)?nèi)容如下:第一,探討了大數(shù)據(jù)對(duì)消費(fèi)者行為和精確營(yíng)銷帶來的影響。首先從宏觀層面進(jìn)行分析,說明大數(shù)據(jù)開啟了時(shí)代轉(zhuǎn)型,闡述了大數(shù)據(jù)給現(xiàn)代商業(yè)和管理帶來的深刻影響和變革。在此基礎(chǔ)上,分別分析了大數(shù)據(jù)對(duì)消費(fèi)者行為和精確營(yíng)銷帶來的影響,提出精確營(yíng)銷面臨的機(jī)遇和挑戰(zhàn)。第二,在對(duì)消費(fèi)者行為與精確營(yíng)銷關(guān)系研究的基礎(chǔ)上,構(gòu)建基于消費(fèi)者行為挖掘的精確營(yíng)銷理論模型,提出理論假設(shè),并進(jìn)行實(shí)證分析。這是本研究的核心部分,從消費(fèi)者決策行為、購(gòu)買行為和忠誠(chéng)行為三方面進(jìn)行分析,創(chuàng)造性的提出了消費(fèi)者行為測(cè)度指標(biāo)體系。并通過對(duì)多種數(shù)據(jù)挖掘方法的比較研究,最終選取了調(diào)查問卷、相關(guān)分析、回歸分析等方法對(duì)模型進(jìn)行假設(shè)檢驗(yàn),運(yùn)用交叉分析的研究方法分析消費(fèi)者特征對(duì)精確營(yíng)銷的影響。第三,在研究模型的基礎(chǔ)上,從消費(fèi)者決策行為、購(gòu)買行為和忠誠(chéng)行為三個(gè)方面進(jìn)行分析,分別提出了不同的精確營(yíng)銷策略。本文綜合考慮零售商、產(chǎn)品和消費(fèi)者三個(gè)方面,對(duì)于傳統(tǒng)型、復(fù)合型、現(xiàn)代型這三種不同類型的消費(fèi)者,制定有針對(duì)性的精確營(yíng)銷策略。并在深入了解消費(fèi)者需求的基礎(chǔ)上,結(jié)合消費(fèi)者特征對(duì)精確營(yíng)銷的影響研究,制定出基于消費(fèi)者行為特征的精確營(yíng)銷策略。
[Abstract]:The emergence of new services and technologies, such as cloud computing, the Internet of things, and social networks, has led to an unprecedented increase and expansion of data types and scales in human society, from simple processing objects to a basic resource. How to better manage and utilize big data has become a topic of universal concern. At the same time, with the improvement of people's living standards, the scale of consumption continues to expand. The individualized demand of consumers is becoming more and more obvious. This requires enterprises to formulate new marketing strategies to meet the needs of consumers. Therefore, based on the study of consumer behavior, this paper discusses how enterprises can meet their needs in the current era of big data. Rational use of modern information technology, re-examine the characteristics of consumer behavior, formulate a more efficient and accurate marketing strategy. This paper uses the combination of theoretical analysis and empirical research, under the guidance of the concept of accurate marketing, According to the characteristics of modern consumers, select consumer behavior indicators, and then use data mining technology to explore the accurate marketing strategy based on consumer behavior. The main research contents are as follows: first, This paper discusses the influence of big data on consumer behavior and accurate marketing. First of all, it is analyzed from the macro level to show that big data has opened the transformation of the times. This paper expounds the profound influence and reform that big data has brought to modern business and management. On this basis, the paper analyzes respectively the influence of big data on consumer behavior and accurate marketing, and puts forward the opportunities and challenges that accurate marketing faces. On the basis of the research on the relationship between consumer behavior and accurate marketing, this paper constructs a theoretical model of accurate marketing based on consumer behavior mining, puts forward theoretical assumptions and carries out empirical analysis. This is the core part of this study, which is based on consumer decision-making behavior. This paper analyzes the purchase behavior and loyalty behavior, creatively puts forward the index system of consumer behavior measurement, and through the comparative study of various data mining methods, finally selects the questionnaire, correlation analysis, Regression analysis and other methods are used to test the hypothesis of the model, and the cross-analysis method is used to analyze the impact of consumer characteristics on accurate marketing. Thirdly, on the basis of the model, consumer decision-making behavior is analyzed. Three aspects of purchase behavior and loyalty behavior are analyzed, and different precise marketing strategies are put forward. Three different types of consumers, modern type, formulate targeted and accurate marketing strategies. On the basis of in-depth understanding of consumer needs, the impact of consumer characteristics on accurate marketing is studied. Make accurate marketing strategy based on consumer behavior characteristics.
【學(xué)位授予單位】：上海工程技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F713.55

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