基于大数据分析的电力用户多维价值识别精准营销投入产出模型研究

Research on multi-dimensional value recognition and precision marketing input-output model of power users based on big data analysis

为促进电力企业开展以价值引导推动营销精准化,本文结合海量用户在两年内的用电信息数据,建立了基于大数据分析的电力用户多维价值识别精准营销投入产出模型。该模型从多个维度采用集成聚类的方法对上海市电力用户群体的内在用电特性进行了深入、全面、快速、准确的定量化描述和定性化分析,使其价值得到了深入细致地挖掘,同时借助不同用户群体的电力积分情况和其他投入成本来分析不同用户群体之间成本的差异发掘不同群体的潜在特征。并以此方法采用上海市市区居民用户的用电数据进行用户用电行为分析,根据不同用户群体的投入产出分析结果针对不同群组的用户提供不同的营销策略,实现个性化服务,推动用户营销价值最大化,为电网企业提升经营管理精益实践提供了有力支持。

In order to promote the power companies promoting value-driven marketing precision,this paper combines a large number of users'power consumption information data within two years to establish a multi-dimensional value identification precision marketing input-output model for power users based on big data analysis.The modell uses an ensemble clustering method from multiple dimensions to camy out in-depth,comprehensive,fast,and aceunalte quantitative deseription and qualtative analysis of the internal power consumption characteristics of the Shanghai power user group,so that its value has been deeply and carefully exeavated.At the same time,with the help of the power points of dfferent user groups and other input costs to analyxe the diferences in costs between diferent user groups to explore the potential characteristics of different groups.In this way the eletriceity consumption data of urban residents in Shanghai is used to conduct user behavior analysis Aecording tothe input-output analysis results of diferent user groups,dfferent marketing strategies are provided for diferent groups of users to achieve personalized services and maximize user marketing value.In addition,the inpu-output results provide strong support for the application of analysis results in lean management practices.