基于购买数据的乡镇用户家电偏好研究
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摘要
本文基于对乡镇家电零售店用户购买数据的分析,寻求乡镇用户对家电的具体偏好特征。首先获取家电购买数据样本,根据购买数据分析家电产品本身的特征;再利用RFM模型分析购买数据,找出用户购买时间、频率和金额的数量关联,分析重购特征,确定典型用户,对典型用户进行访谈,分析具体偏好特征。最后从家电具体参数、品牌类别、购买方式三个方面分析得出乡镇用户家电偏好结论。
Based on the analysis of the purchase data of rural household appliances retail stores,this paper seeks the specific preference characteristics of rural household appliances. Firstly,the sample of household appliances purchase data is obtained,and the characteristics of household appliances products are analyzed according to the purchase data. Secondly,the RFM model is used to analyze the purchase data,find out the quantitative correlation between the purchase time,frequency and amount of users,analyze the characteristics of repurchase,identify the typical users,interview the typical users,and analyze the specific preference characteristics. Finally,from the specific parameters of household appliances,brand categories,purchase mode of three aspects,the conclusion of household appliances preference of township users is drawn.
Based on the analysis of the purchase data of rural household appliances retail stores,this paper seeks the specific preference characteristics of rural household appliances. Firstly,the sample of household appliances purchase data is obtained,and the characteristics of household appliances products are analyzed according to the purchase data. Secondly,the RFM model is used to analyze the purchase data,find out the quantitative correlation between the purchase time,frequency and amount of users,analyze the characteristics of repurchase,identify the typical users,interview the typical users,and analyze the specific preference characteristics. Finally,from the specific parameters of household appliances,brand categories,purchase mode of three aspects,the conclusion of household appliances preference of township users is drawn.
引文
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[2]张良均,陈俊德,刘名军,等.数据挖掘应用案例分析[M].北京:机械工业出版社,2013.
[3]陈韫艺.我国农村家电市场简析及策略[J].日用电器,2010.
[4]聂迎利.中国城乡居民奶类消费研究[D].北京:中国农业科学院,2009.
[5]赖泽栋.关于品牌忠诚的定义以及影响品牌忠诚因素的探讨[J].内蒙古农业大学学报, 2010,1.
[6]王继业,季知祥,史梦洁,等.智能配用电大数据需求分析与应用研究[J].中国电机工程学报,2015,8.
[7]李润亮.我国城乡居民耐用消费品的消费结构差异分析[J].财经界,2009,6.
[8] Hughes,A.Strategic data base marketing:the master plan for starting and managing a profitable,customer-based marketing program[A].Irwin Professional,1994.