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  本文選題：數(shù)據(jù)庫營銷應(yīng)用研究　切入點：數(shù)據(jù)庫營銷策略　出處：《重慶大學(xué)》2006年碩士論文　論文類型：學(xué)位論文

【摘要】： 通過借鑒數(shù)據(jù)庫營銷在其他行業(yè)的應(yīng)用經(jīng)驗以及對客戶關(guān)系管理在房地產(chǎn)企業(yè)的應(yīng)用的分析和研究,結(jié)合關(guān)系營銷和直復(fù)營銷,研究了數(shù)據(jù)庫營銷在房地產(chǎn)企業(yè)的應(yīng)用,具體研究內(nèi)容如下: 對貝葉斯分類方法在目標客戶發(fā)現(xiàn)中的應(yīng)用作了研究。介紹了基本貝葉斯分類器、貝葉斯信念網(wǎng)絡(luò)以及貝葉斯分類方法的具體應(yīng)用。 對數(shù)據(jù)挖掘在測算廣告媒體的反應(yīng)率上的應(yīng)用做了研究。介紹了logit模型的概念和思想、虛擬變量的處理方法,并為方案建立了多元回歸方程。用SPSS運行后,就其運行結(jié)果進行分析:檢驗了回歸方程的顯著性、回歸系數(shù)的顯著性,并從logit模型的角度對分析進行了驗證。對媒介營銷的成本和收益做了盈虧平衡分析,并提出相關(guān)改良策略。 對數(shù)據(jù)挖掘在選擇銷售促進策略中的應(yīng)用做了研究。論述了關(guān)聯(lián)規(guī)則的基本概念、多維關(guān)聯(lián)規(guī)則在房地產(chǎn)企業(yè)的應(yīng)用:用置信度和支持度對客戶的月收入、自由度、學(xué)歷與選擇的購房優(yōu)惠條件的關(guān)聯(lián)性做了說明。 對現(xiàn)有房地產(chǎn)企業(yè)的企業(yè)文化和組織結(jié)構(gòu)存在的弊端進行了分析,并試著提出了與房地產(chǎn)企業(yè)推行數(shù)據(jù)庫營銷相配套的企業(yè)文化的建設(shè)步驟:企業(yè)文化的診斷、企業(yè)文化的提煉和設(shè)計、付諸實施,以及依從組織結(jié)構(gòu)發(fā)展的趨勢提出了與房地產(chǎn)企業(yè)推行數(shù)據(jù)庫營銷相配套的管理體系結(jié)構(gòu)圖。
[Abstract]:Based on the experience of database marketing in other industries and the analysis and research on the application of customer relationship management in real estate enterprises, this paper studies the application of database marketing in real estate enterprises by combining relationship marketing and direct marketing. The specific contents of the study are as follows:. The application of Bayesian classification method in target customer discovery is studied, and the application of basic Bayesian classifier, Bayesian belief network and Bayesian classification method is introduced. This paper studies the application of data mining in measuring the response rate of advertising media, introduces the concept and idea of logit model, the processing method of virtual variables, and establishes the multivariate regression equation for the scheme. The results of operation are analyzed: the significance of regression equation and the significance of regression coefficient are tested, and the analysis is verified from the point of view of logit model, and the cost and profit of media marketing are analyzed by break-even analysis. And put forward the related improvement strategy. This paper studies the application of data mining in the choice of sales promotion strategy, discusses the basic concept of association rules, the application of multidimensional association rules in real estate enterprises: the degree of freedom to the monthly income of customers with confidence and support, Education and the choice of preferential terms of the purchase of the relevance of the explanation. This paper analyzes the drawbacks of enterprise culture and organizational structure of the existing real estate enterprises, and tries to put forward the construction steps of enterprise culture matching with the implementation of database marketing in real estate enterprises: the diagnosis of enterprise culture. Abstract and design of enterprise culture, put into practice, and according to the trend of the development of organizational structure, the paper puts forward the management system structure chart which is compatible with the implementation of database marketing in real estate enterprises.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：F293.3

【引證文獻】

相關(guān)期刊論文 前1條

1 劉新國;李洪;;家電零售企業(yè)欺詐行為分析——基于多項分類Logit離散模型的實證研究[J];消費導(dǎo)刊;2008年10期

相關(guān)碩士學(xué)位論文 前1條

1 張瑩;西安GK房產(chǎn)廣告媒體策略優(yōu)化研究[D];西北大學(xué);2012年

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本文編號：1640954