摘要
服装销售人员常常根据消费者的外表特征来进行快速营销活动,以提高购买率。从数据挖掘技术的角度来探讨基于消费者外表印象的快速营销技术,以帮助营销人员快速寻找外表印象营销规则。介绍了决策树算法原理;其次,讨论了消费者外表印象评价指标体系,并根据该体系由销售人员在服装店铺里进行了消费者的外表及其行为数据采集;应用了计算实例来说明服装消费者的外表营销决策树分类模型;利用工具Clementine中的决策树方法来进行营销规则的挖掘。研究表明了该应用是切实可行的。
Apparel sellers often do their job based on appearance characteristics of consumers so as to improve their selling efficiency.This paper discussed technology of quick marketing based on apparel impression of consumers＇ characteristics from the view of data mining to help sellers find and master marketing rule of appearance impression.Firstly,this paper introduced decision tree algorithm theory.Secondly,it discussed the evaluation index system of consumers＇ appearance impression.According to this system,sellers collected data of customers＇ appearance and behavior in an apparel shop.Thirdly,a calculation example was demonstrated for this kind of classier model of apparel marketing based on consumers＇ appearance.At last,marketing rules were mined out by a data-mining tool,decision tree of Clementine.As study results show,this application is feasible.
出处
《计算机应用》
CSCD
北大核心
2010年第7期1919-1921,1929,共4页
journal of Computer Applications
基金
国家自然科学基金资助项目(70772073)
上海市自然科学基金资助项目(2007BZH001)
关键词
快速营销
服装供应链
决策树算法
数据挖掘
外表印象
quick marketing
apparel supply-chain
decision tree algorithm
data mining
appearance impression
