II北京理工大学珠海学院 2020 届本科生毕业论文摘 要房地产行业作为我国重要的经济发展产业，但由于近些年房地产行业发展的不平衡，国家不断的出台不同的政策进行调控，导致房地产行业面对越来越多的瓶颈，也使得房地产传统的营销模式所带来的问题也日益突显。传统的房地产营销缺乏利用大数据进行分析，未能进行精准的市场定位，及时判断市场，对项目定位以及营销策略进行调整；也未能精准的定位客户群体，实现精准营销，导致项目滞销，库存增加；因此房地产行业迫切需要通过大数据所获取的信息，利用相关分析工具进行精准营销，加快去化库存的速度；同时企业可以通过大数据分析结果进行精准的投放，减低营销成本；以及通过及时的调整营销策略来顺应市场的走向，提高企业应对市场变化的能力。鉴于以上分析，本文通过利用大数据所收集的数据，深入的挖据客户的需求、意愿、心理需求，汇总客户特征，进而描绘客户画像；利用spss 进行神经网络模型（MLP)的建立，通过模型计算出客户的成交概率，制定个性化的营销方案，同时也以 A 房地产公司的 X 项目为例进行实例分析，论证大数据背景下房地产精准营销的重要性。关键词：大数据 精准营销 SPSS 神经网络模型 客户画像II北京理工大学珠海学院 2020 届本科生毕业论文AbstractAs an important economic development industry in China, the real estate industry is facing more and more bottlenecks due to the unbalanced development of the real estate industry in recent years, and the state has constantly issued different policies to regulate, which also makes the problems brought by the traditional marketing mode of real estate increasingly prominent. The traditional real estate marketing lacks the use of big data for analysis, fails to carry out accurate market positioning, judges the market in time, and adjusts the project positioning and marketing strategy; also fails to accurately locate the customer group to achieve accurate marketing; therefore, the real estate industry is changing the traditional marketing mode, using all kinds of analysis tools to carry out the information obtain...
