I中文题目基于大数据环境下的精准营销策略的研究及应用英文题目Researchandapplicationofprecisionmarketingstrategybasedonbigdata摘要现代互联网技术的开发和进步，给大众的学习和生活带来极大的便利。大数据技术作为其中一项重要的新技术，更是从更高级、更深入的层面提供支持，因此被人称之为“信息时代的石油”。在营销领域，大数据技术也大有所为，它能够帮助判断消费者的购买行为，分析其购买习惯，并预测潜在的消费需求，从而帮助企业进行精准营销，尽可能地增加营销的成功率。本文的研究重点是大数据环境下的精准营销策略，笔者首先阅读和整理了国内外现有的关于上述方面的学术成果，再阐述大数据库的建立及数据挖掘的相关内容，再研究数据挖掘的四种方法，即对比分类法、关联规则法、回归分析法、聚类分析法，对无监督学习过程对当前绝大多数企业的适用情况，考虑到普遍性与实用性，本文详细的介绍了K-means聚类算法。紧接着是探索大数据技术与精准营销的关系，通过一层一层的基础知识建设，寻找大数据挖掘如何与精准营销产生联系并通过什么方式达到精准营销以及得出精准营销策略。本文以银行产品的反馈数据作为精准营销的一个实例，采用python编程以K-means聚类算法为基础，将银行产品反馈的10万条数据局部选取，经过对损失函数cost的计算，将数据信息产生的用户画像分为8类，做到客户分层，再结合用户们的特征，并推出精确的营销策略达到企业的效益提升。关键词：大数据，数据挖掘，精准营销，K-means聚类算法。2AbstractThedevelopmentandprogressofmodernInternettechnologyhasbroughtgreatconveniencetothestudyandlifeofthepublic.Asoneoftheimportantnewtechnologies,bigdatatechnologyprovidessupportfromahigheranddeeperlevel,soitiscalledthe"oiloftheinformationage".Inthefieldofmarketing,bigdatatechnologycanalsodoalot.Itcanhelpdetermineconsumers’buyingbehavior,analyzetheirbuyinghabits,andpredictpotentialconsumerdemand,therebyhelpingcompaniescarryoutprecisionmarketingandincreasethesuccessrateofmarketingasmuchaspossible..Thefocusofthisarticleisonprecisionmarketingstrategiesinabigdataenvironment.Theauthorfirstreadsandsortsouttheexistingacademicachievementsontheabove-mentionedaspectsathomeandabroad,thenelaboratesontheestablishmentoflargedatabasesandrelatedcontentofdatamining,andthenstudiesthedataminingFourmethods,namelycomparativeclassificationmethod,associationrulemethod,regressionanalysismethod,andclusteranalysismethod.Theapplicationofunsupervisedlearningprocesstomostcompaniesatpresent,consideringtheuniversalityandpracticality,thisarticleintroducesindetailK-meansclusteringalgorithm.Thenextstepistoexploretherelationshipbetweenbigdatatechnologyandprecisionmarketing.Throughtheconstructionofbasicknowledgelayerbylayer,wewillfindouthowbigdataminingcanbeconnectedwithprecisionmarketingandhowtoachieveprecisionmarketingandarriveatprecisionmarketingstrategies.Thisarticleusesthefeedbackdataofbankproductsasanexampleofprecisionmarketing,usespythonprogrammingbasedontheK-meansclusteringalgorithm,andselects100,000piecesofdatafeedbackfrombankproducts.Aftercalculatingthelossfunctioncost,thedatainformationThegenerateduserportraitsaredividedinto8categories,toachievecustomerstratification,combinedwiththecharacteristicsofusers,andintroduceprecisemarketingstrategiestoachievetheimprovementofcorporatebenefits.Keywords:bigdata,datamining,precisionmarketing,K-meansclusteringalgorithm.第4章实例分析3目录摘要.....................................................................................................................................................................................................1Abstract.....
