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在客户关系管理的流程中,由于超市的规模庞大,客户的背景、收入、年龄、教育程度、行为特征的不同,对商品的需求也呈现多层次、个性化、差异化的趋势,因此必须根据客户的特点对客户进行细分,并在此基础上对不同的细分市场提供有针对性的差异化服务。数据挖掘技术中的聚类分析,将有助于超市从堆积如山的数据中,发掘更多有利于营销的具有商业价值的信息。
In the process of customer relationship management, because of the large-scale supermarkets, customer’s background, income, age, educational level and behavioral characteristics, the demand for commodities also presents a multi-level, personalized and differentiated trend. Therefore, Customer characteristics of customer segmentation, and on the basis of different market segments to provide targeted differentiated services. Clustering analysis in data mining techniques will help supermarkets tap into more mountain-worthy data to find more commercially valuable information for marketing purposes.