大数据环境下精准客户定位的社交网络分析

发布时间：2018-05-30 03:17

本文选题：社交网络分析 + 精准营销　；参考：《计算机工程与应用》2017年15期

【摘要】：大数据为企业进行精准营销提供了重要支撑,精准营销能提升营销效果,提高客户满意度,精准营销的前提是客户识别与选择。通过分析网络个体与群体特征,社交网络分析能够定位核心价值客户。首先对社交网络的中心性进行分析,探讨社交网络节点地位与营销效果的关系,运用社群识别方法,对社交网络进行分群,提出并用Map Reduce实现了针对大规模社交网络的社群划分RMCL方法。在此基础上,构建了客户影响度与客户影响因子等指标,并结合中心度指标,定位社群的核心节点,并采用分类回归树方法,研究了社交网络结构与客户消费响应关系,并确定了变量重要性,为企业采取客户差异化营销组合策略提供指导。
[Abstract]:Big data provides the important support for the enterprise to carry on the precision marketing, the precision marketing can enhance the marketing effect, enhances the customer satisfaction, the precision marketing premise is the customer identification and the choice. By analyzing the characteristics of individuals and groups, social network analysis can locate core value customers. Firstly, this paper analyzes the centrality of social network, discusses the relationship between the status of social network node and the effect of marketing, and classifies the social network by using the method of community identification. A community partitioning RMCL method for large scale social networks is proposed and implemented with Map Reduce. On the basis of this, we construct some indexes, such as customer impact degree and customer impact factor, and combine the centrality index to locate the core nodes of the community, and use the classification regression tree method to study the relationship between social network structure and customer consumption response. And determine the importance of variables for enterprises to take customer differentiation marketing mix strategy to provide guidance.
【作者单位】：长沙理工大学经济与管理学院;美国北密歇大学数学与计算机科学系;奇虎360科技有限公司;
【基金】：国家社会科学基金(No.13BGL063)
【分类号】：TP301.6;TP393.09

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