基于微信平台的农产品个性化推送研究

发布时间：2018-03-10 20:39

本文选题：微信平台　切入点：农产品　出处：《湖南农业大学》2016年硕士论文　论文类型：学位论文

【摘要】：对我国农产品网络营销的现状与不足进行分析,对基于微信平台的农产品个性化推送研究有着重要意义。本文以湖南常德分销商的农产品用户为研究对象,基于数据挖掘技术、Thinkphp框架技术和数据库访问技术,开展了农产品个性化推送技术研究,主要研究结果如下：1、通过网络营销模式分析、微信平台优势及信息服务技术、关联规则及聚类分析等数挖掘技术构建了基于微信平台的农产品个性化推送营销体系。2、使用Thinkphp框架技术、Php和MySQL数据库技术,构建了云吃货微信平台前台功能结构和后台核心功能组件结构,实现了界面友好、操作方便、便于搜集数据使用Apriori关联规则算法挖掘和聚类分析k-Means算法挖掘的微信平台系统。3、运用本研究构建的云吃货微信平台,对云吃货微信平台常德分销商的农产品用户的所在地、性别、年龄、职业、教育、收入、农产品种类、单价、数量等9个属性数据进行个性化推送实证分析。实证指出,使用微信的用户大部分来自年轻人,以30岁以下群体居多,他们关注的主要是农产品中的一般食品、营养价值高、药用价值高的食；同时也发现利用微商城购物的对象在快速向销售人员、一般职员、高层管理人员、家庭主妇等群体辐射,他们更关注营养价值、保健价值、药用价值类的农产品。从而得出基于微信平台的农产品信息推送必须从特色出发,进行个性化推送,及时与用户互动。
[Abstract]:This paper analyzes the current situation and deficiency of agricultural products network marketing in China, and it is of great significance to study the personalized push of agricultural products based on WeChat platform. This paper takes the agricultural product users of Changde Distributor in Hunan Province as the research object. Based on data mining technology, Thinkphp framework technology and database access technology, the research on personalized push technology of agricultural products is carried out. The main research results are as follows: 1. Through network marketing mode analysis, WeChat platform advantage and information service technology, The association rules and cluster analysis are used to construct the personalized push marketing system of agricultural products based on WeChat platform, and the Thinkphp framework technology is used to develop the technology of PHP and MySQL database. The foreground function structure and the background core function component structure of the cloud food lover WeChat platform are constructed. The interface is friendly and the operation is convenient. The WeChat platform system. 3, which is easy to collect data and mine with Apriori association rule algorithm and clustering analysis k-Means algorithm, is used to construct the cloud food lover WeChat platform. Gender, age, occupation, education, income, type of agricultural products, unit price, quantity and other nine attribute data were used to carry out personalized push empirical analysis. The empirical results show that the majority of users using WeChat are young people, most of whom are under 30 years of age. They are mainly concerned about the general food in agricultural products, which has high nutritional value and high medicinal value. At the same time, they have also found that those who use the mall to buy goods are quick to sell to salespeople, general staff, and senior management. Housewives and other groups of radiation, they pay more attention to the nutritional value, health value, medicinal value of agricultural products, so that based on the WeChat platform of agricultural products information push must start from the characteristics, personalized push, timely interaction with users.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TP311.13;TP311.56

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