基于购买数据的乡镇用户家电偏好研究

Research on Township Users’ Household Appliances Preference Based on Purchase Data

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.