基于Logit回归的时尚产品制造业精准营销决策影响因素分析

Analysis of Influencing Factors of Precision Marketing Decision-Making in Fashion Product Manufacturing Based on Logit Regression

营销决策的精准度在一定程度上影响着不同行业未来的发展空间,为此,结合时尚产品制造业目前的营销情况,基于Logit回归分析时尚产品制造业精准营销决策实施的影响因素。选取法律因素、经济因素、社会环境因素、技术因素、企业广告预算因素、网络用户点击行为因素的对应变量,分别对各变量实施信度检验与效度检验,评估变量质量,测试变量是否为有效变量,构建影响因素分析模型。实证分析结果表明:构建模型的拟合度较高;各影响因素的对应变量对于模型因变量有不同影响;技术因素与企业广告预算因素的强弱系数值较高,分别为0.7454、0.7476,网络用户点击行为因素与其他影响因素的相关性较强,实现了全面的决策影响因素分析。

The accuracy of marketing decisions affects the furture development space of different industries to some extent.Therefore,based on the current marketing situation of the fashion product manufacturing industry,logit regression analysis is used to analyze the influencing factors of the implementation of precision marketing decisions in the fashion product manufacturing industry.Selecting the corresponding variables of legal factors,economic factors,social environment factors,technological factors,enterprise advertising budget factors,and online user click behavior factors,conduct reliability and validity tests on each variable,evaluate the quality of the variables,test whether the variables are valid variables,and construct an influencing factor analysis model.The empirical analysis results indicate that the fitting degree of the constructed model is high;the corresponding variables of each influencing factor have different impacts on the dependent variable of the model;the strength coefficients of technological factors and enterprise advertising budget factors are relatively high,with values of 0.7454 and 0.7476,respectively.The correlation between online user click behavior factors and other influencing factors is strong,achieving a comprehensive analysis of decision-making influencing factors.