摘要
论文从基本理论入手,介绍了数据挖掘的概念及市场营销观念的演进,从而引出数据挖掘技术与现代市场营销的关系,重点叙述了用户信息的获取方法、数据挖掘技术在“交叉营销”、“整合营销”、“实时营销”、“绿色营销”、“关系营销”、“网络营销”中的应用。同时,还结合实例分析,从理论及技术层面对数据挖掘在“购物篮分析”中的综合应用进行了深入的探讨与阐发。
The paper starts with the basic theories, introduces the concept of data mining, the evolution of the concept of marketing, and the relationship between them. The emphasis of the paper is put on the obtaining of the user＇s information, and the application of data mining in cross - selling marketing, compound marketing, real time marketing, greening marketing, relationship marketing, and network marketing. Besides, the author discusses the comprehensive use of data mining in ＂shopping bag analysis＂ from the angle of theory and technique while analyzing actual examples of marketing.
出处
《云南财经大学学报》
2006年第5期40-45,共6页
Journal of Yunnan University of Finance and Economics
关键词
信息技术
数据挖掘
市场营销
Information Technology
Data Mining
Marketing
