数据库营销在房地产企业的应用研究

发布时间：2018-03-20 21:55

本文选题：数据库营销应用研究　切入点：数据库营销策略　出处：《重庆大学》2006年硕士论文　论文类型：学位论文

【摘要】： 通过借鉴数据库营销在其他行业的应用经验以及对客户关系管理在房地产企业的应用的分析和研究,结合关系营销和直复营销,研究了数据库营销在房地产企业的应用,具体研究内容如下: 对贝叶斯分类方法在目标客户发现中的应用作了研究。介绍了基本贝叶斯分类器、贝叶斯信念网络以及贝叶斯分类方法的具体应用。对数据挖掘在测算广告媒体的反应率上的应用做了研究。介绍了logit模型的概念和思想、虚拟变量的处理方法,并为方案建立了多元回归方程。用SPSS运行后,就其运行结果进行分析:检验了回归方程的显著性、回归系数的显著性,并从logit模型的角度对分析进行了验证。对媒介营销的成本和收益做了盈亏平衡分析,并提出相关改良策略。对数据挖掘在选择销售促进策略中的应用做了研究。论述了关联规则的基本概念、多维关联规则在房地产企业的应用:用置信度和支持度对客户的月收入、自由度、学历与选择的购房优惠条件的关联性做了说明。对现有房地产企业的企业文化和组织结构存在的弊端进行了分析,并试着提出了与房地产企业推行数据库营销相配套的企业文化的建设步骤:企业文化的诊断、企业文化的提炼和设计、付诸实施,以及依从组织结构发展的趋势提出了与房地产企业推行数据库营销相配套的管理体系结构图。
[Abstract]:Based on the experience of database marketing in other industries and the analysis and research on the application of customer relationship management in real estate enterprises, this paper studies the application of database marketing in real estate enterprises by combining relationship marketing and direct marketing. The specific contents of the study are as follows:. The application of Bayesian classification method in target customer discovery is studied, and the application of basic Bayesian classifier, Bayesian belief network and Bayesian classification method is introduced. This paper studies the application of data mining in measuring the response rate of advertising media, introduces the concept and idea of logit model, the processing method of virtual variables, and establishes the multivariate regression equation for the scheme. The results of operation are analyzed: the significance of regression equation and the significance of regression coefficient are tested, and the analysis is verified from the point of view of logit model, and the cost and profit of media marketing are analyzed by break-even analysis. And put forward the related improvement strategy. This paper studies the application of data mining in the choice of sales promotion strategy, discusses the basic concept of association rules, the application of multidimensional association rules in real estate enterprises: the degree of freedom to the monthly income of customers with confidence and support, Education and the choice of preferential terms of the purchase of the relevance of the explanation. This paper analyzes the drawbacks of enterprise culture and organizational structure of the existing real estate enterprises, and tries to put forward the construction steps of enterprise culture matching with the implementation of database marketing in real estate enterprises: the diagnosis of enterprise culture. Abstract and design of enterprise culture, put into practice, and according to the trend of the development of organizational structure, the paper puts forward the management system structure chart which is compatible with the implementation of database marketing in real estate enterprises.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F293.3

【引证文献】