發(fā)布時(shí)間：2018-06-21 14:52

  本文選題：數(shù)據(jù)挖掘 + 消費(fèi)者偏好�。� 參考：《北京林業(yè)大學(xué)》2015年碩士論文

【摘要】：市場經(jīng)濟(jì)環(huán)境下,消費(fèi)者作為市場經(jīng)濟(jì)的核心參與者,對消費(fèi)者偏好的準(zhǔn)確衡量,可以為企業(yè)獲得利潤做出貢獻(xiàn),對其他企業(yè)的消費(fèi)者偏好分析提供借鑒,也將進(jìn)一步拉動(dòng)消費(fèi),促進(jìn)社會(huì)經(jīng)濟(jì)的發(fā)展。本文在總結(jié)分析消費(fèi)者偏好相關(guān)研究和主要無監(jiān)督數(shù)據(jù)挖掘技術(shù)的基礎(chǔ)上,開展了數(shù)據(jù)挖掘技術(shù)在消費(fèi)者偏好分析中的應(yīng)用研究。介于文章使用的數(shù)據(jù)觀測量達(dá)到500萬以上,并涉及到多個(gè)量表,本文特地對數(shù)據(jù)的基本準(zhǔn)備工作進(jìn)行了闡述,對數(shù)據(jù)的來源、數(shù)據(jù)的導(dǎo)入、集成和清洗進(jìn)行了說明,對不同類型變量的缺失值進(jìn)行了處理,并從該品牌在全國的門店信息、產(chǎn)品的基本情況和交易情況進(jìn)行了描述性統(tǒng)計(jì)分析,以便更直觀的了解數(shù)據(jù)的基本信息�；谙M(fèi)者行為學(xué)相關(guān)理論,在對消費(fèi)者偏好的實(shí)證分析中,用銷售總量表征了消費(fèi)者偏好情況,結(jié)合生命周期理論和改進(jìn)的Bass模型,構(gòu)建了消費(fèi)者偏好動(dòng)態(tài)衡量模型,并基于聚類結(jié)果進(jìn)行了偏好的計(jì)算,進(jìn)而說明了消費(fèi)者對該運(yùn)動(dòng)品牌下不同分類產(chǎn)品偏好的差異性。在消費(fèi)者的購買模式分析中,利用關(guān)聯(lián)規(guī)則對交易后臺(tái)數(shù)據(jù)進(jìn)行了分析,得到了消費(fèi)者在顏色、購買產(chǎn)品類型、購買店鋪選擇上的偏好情況�？偨Y(jié)全文,數(shù)據(jù)挖掘技術(shù)在研究基于數(shù)據(jù)庫提取的消費(fèi)者偏好中能夠進(jìn)行消費(fèi)者的分類和購買模式的分析,創(chuàng)新性的基于分類結(jié)果構(gòu)建的消費(fèi)者動(dòng)態(tài)衡量模型有很強(qiáng)的實(shí)用性。
[Abstract]:In the market economy environment, consumers, as the core participants of the market economy, can contribute to the profits of enterprises and provide reference for the analysis of consumer preferences of other enterprises. Will also further pull consumption, promote social and economic development. On the basis of summarizing and analyzing the related research of consumer preference and the main unsupervised data mining technology, this paper develops the application research of data mining technology in consumer preference analysis. In this paper, the basic preparation of the data is expounded, the data source, the data import, the integration and the cleaning are explained. This paper deals with the missing values of different types of variables, and makes a descriptive statistical analysis from the brand's store information in the country, the basic situation of the product and the trading situation, in order to understand the basic information of the data more intuitively. Based on the theory of consumer behavior, in the empirical analysis of consumer preference, the consumer preference is represented by the total sales volume, combined with the life cycle theory and the improved Bass model, the dynamic measurement model of consumer preference is constructed. Based on the clustering results, the preference is calculated, and the difference of consumers' preference for different classification products under the sports brand is explained. In the analysis of consumers' purchase patterns, the transaction background data are analyzed by association rules, and the preferences of consumers in color, product type and shop selection are obtained. In conclusion, the data mining technology can analyze the consumers' classification and purchase patterns in the research of consumer preference based on database extraction, and the innovative dynamic measurement model based on the classification results has strong practicability.
【學(xué)位授予單位】：北京林業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55

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本文編號(hào)：2049120