摘要
针对大数据时代服装企业不知道怎样利用大数据进行营销的问题,基于4C理论构建了"用户画像"数据库,通过对数据库的挖掘来进行消费者群体细分。在此基础上,从营销的角度构建了精准营销细分模型,并以三枪集团的营销数据为对象,利用SPSS工具对身高这一细分因素进行了挖掘。研究表明:大数据时代,以"用户画像"数据库挖掘为基础的精准营销细分模型,能够重构消费者的需求、精准定位消费者群体,并能为企业实施精准营销提供科学的决策依据。
For the issue that clothing companies do not know how to use big data for marketing in the era of big data,this paper builds ＂persona ＂ database based on the theory of 4C,and segments consumers through mining the database. On this basis,a precision marketing segmentation model is established from marketing perspective.Besides,this paper takes marketing date of Three Gun Group as the object and utilizes SPSS tool to mine height. The researches show in the era of big data,the precision marketing segmentation model based on the data mining of＂persona＂can reconstruct the demands of consumers,precisely position the consumer groups and provide scientific basis for enterprises to implement the strategy of precision marketing.
出处
《丝绸》
CAS
CSCD
北大核心
2015年第12期37-42,47,共7页
Journal of Silk
基金
上海市科委公共服务平台项目(13DZ2294300)
上海市教委科研创新项目(13ZS173)
上海教育科学研究项目(B14035)
上海教委优青项目(ZZGJD12017)
