基于关联规则分析对网红营销客户消费的研究——以徐州市大学生为例

Research on Online Celebrity Marketing Customer Consumption Based on Association Rule Analysis—Taking College Students in Xuzhou as an Example

随着社交媒体的发展,大量具备影响力的网络红人得到了良好的发展机遇,对消费者进行针对性的产品输出,网红营销模式作为网红经济的变现方法应运而生。但同时企业和电商也面临着一系列挑战。从目前互联网人口结构来看,年轻人已逐渐成为国内互联网使用和消费的中坚力量,故本文以徐州市大学生为调查对象,利用Excel,SPSS等软件对数据进行处理与描述性分析,通过二元逻辑回归研究消费者具体特征对其消费选择的影响,接着建立模糊综合评价模型,研究大学生对网红营销模式的前景看法,模糊综合评价结果为“较好”,继而运用聚类分析寻找潜在消费群体,最终通过R软件,运用关联规则分析对不同类型主播之间的合作策略提出建议。

With the development of social media, a large number of influential Internet celebrities have re-ceived good development opportunities, and targeted product output to consumers. Internet celeb-rity marketing model emerged as a method of realization of Internet celebrity economy. But at the same time, enterprises and e-commerce also face a series of challenges. In terms of the structure of the Internet population, the young man has gradually become the backbone of domestic Internet use and consumption, therefore, this paper takes Xuzhou college students as the object of investiga-tion, using Excel, SPSS software for data processing and descriptive analysis, such as through the binary logistic regression to study specific consumer characteristics influence on their consumption choices, then, a fuzzy comprehensive evaluation model was established to study college students’ outlook on the marketing model of Internet celebrities, and the fuzzy comprehensive evaluation result was “good”. Then, cluster analysis was used to find potential consumer groups. Finally, R software was used to analyze association rules and put forward suggestions on cooperation strate-gies between different types of anchors.