交易数据的百货商场客户细分研究
李刚;张莉;李纯青
【期刊名称】《西安工业大学学报》 【年(卷),期】2014(000)003
【摘要】In the fierce market competition ,segmentation of high quality customers has already become the key for enterprises to succeed .Nowadays ,informatization has brought explosive growth in data , w hich provides favorable conditions for customer segmentation .With the accumulation of customer transaction data ,we segmented customers of a department store from different aspects by using two-step clustering .An empirical analysis of the the transaction data of 5498 customers .who had contributed 80%profit in 2010 ,was made from two aspects of customer overall consumption behavior and customer purchase preference ,with the corresponding marketing strategy formulated .%激烈的市场竞争环境下，优质的客户细分已经成为企业成功的关键。当今信息化的发展带来了数据的爆炸性增长，为企业进行客户细分提供了优越条件。文中采用两步聚类法，对百货商场积累的客户交易数据从不同角度进行客户细分。集中对商场2010年贡献80％利润的5498名优质客户的交易数据，从客户消费总体行为和客户购买偏好两方面进行实证分析，并制定相应的营销策略。 【总页数】5页(216-220)
【关键词】客户细分;交易数据;两步聚类法;零售业
交易数据的百货商场客户细分研究
