大數(shù)據(jù)技術(shù)在營(yíng)銷系統(tǒng)中客戶定位的應(yīng)用.doc
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大數(shù)據(jù)技術(shù)在營(yíng)銷系統(tǒng)中客戶定位的應(yīng)用,2.18萬(wàn)字我自己原創(chuàng)的畢業(yè)論文，僅在本站獨(dú)家提交，大家放心使用摘要 隨著現(xiàn)代信息技術(shù)的不斷發(fā)展，大數(shù)據(jù)技術(shù)日益成熟，以大數(shù)據(jù)技術(shù)與客戶定位相結(jié)合的精準(zhǔn)營(yíng)銷模式，取代了傳統(tǒng)粗放的營(yíng)銷策略。本文通過(guò)研究，從技術(shù)、經(jīng)濟(jì)和實(shí)施三個(gè)方面闡述大數(shù)據(jù)技術(shù)在客戶...
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大數(shù)據(jù)技術(shù)在營(yíng)銷系統(tǒng)中客戶定位的應(yīng)用
2.18萬(wàn)字
我自己原創(chuàng)的畢業(yè)論文，僅在本站獨(dú)家提交，大家放心使用
摘要 隨著現(xiàn)代信息技術(shù)的不斷發(fā)展，大數(shù)據(jù)技術(shù)日益成熟，以大數(shù)據(jù)技術(shù)與客戶定位相結(jié)合的精準(zhǔn)營(yíng)銷模式，取代了傳統(tǒng)粗放的營(yíng)銷策略。本文通過(guò)研究大數(shù)據(jù)技術(shù)在營(yíng)銷系統(tǒng)中客戶定位的應(yīng)用，從技術(shù)、經(jīng)濟(jì)和實(shí)施三個(gè)方面闡述大數(shù)據(jù)技術(shù)在客戶定位應(yīng)用的可行性。針對(duì)大數(shù)據(jù)的數(shù)據(jù)量龐大、增加速度快、數(shù)據(jù)種類繁多、價(jià)值密度低這四個(gè)特征，本文中對(duì)大數(shù)據(jù)分析技術(shù)的描述主要分為大數(shù)據(jù)的存儲(chǔ)與管理技術(shù)、數(shù)據(jù)挖掘與分析技術(shù)這兩個(gè)部分。
通過(guò)分析大數(shù)據(jù)技術(shù)應(yīng)用，提出在企業(yè)實(shí)現(xiàn)精準(zhǔn)營(yíng)銷的第一步是客戶定位，而高度商業(yè)智能的數(shù)據(jù)分析處理系統(tǒng)是實(shí)現(xiàn)精準(zhǔn)營(yíng)銷的保障，因此企業(yè)在利用大數(shù)據(jù)技術(shù)實(shí)現(xiàn)客戶定位的時(shí)候，需要注重營(yíng)銷系統(tǒng)的建設(shè)。闡述當(dāng)前營(yíng)銷系統(tǒng)中客戶定位的應(yīng)用情況，提出客戶定位存在不足之處和面臨的挑戰(zhàn)，并分析大大數(shù)據(jù)技術(shù)在客戶定位的實(shí)現(xiàn)過(guò)程。結(jié)合現(xiàn)有相關(guān)理論和技術(shù)，把客戶定位實(shí)現(xiàn)大致分為定義問(wèn)題、數(shù)據(jù)的收集和抽取、數(shù)據(jù)預(yù)處理、分析模型的建立、數(shù)據(jù)挖掘與分析、結(jié)果導(dǎo)出這六個(gè)步驟。理論聯(lián)系實(shí)際，剖析案例“JD phone計(jì)劃”中大數(shù)據(jù)技術(shù)在客戶定位的應(yīng)用，深入分析大數(shù)據(jù)技術(shù)與客戶定位相結(jié)合產(chǎn)生的效益。
關(guān)鍵詞：客戶定位 大數(shù)據(jù)技術(shù) 精準(zhǔn)營(yíng)銷 數(shù)據(jù)挖
Big Data technologies in the marketing system, the customer positioning applications
Abstract: With the continuous development of modern information technology, big data technologies become more sophisticated, with big data technology and customer orientation combined with precision marketing model, replacing the traditional extensive marketing strategies. By studying large data technology in the marketing system client positioning applications, from three aspects of technical, economic and technical feasibility of implementing a large data set forth in the customer positioning applications. The huge amount of data for large data, increasing speed, wide range of data of these three characteristics described herein for big data analysis techniques can be divided into a large storage and data management technology, data mining and analysis of these two parts.
By analyzing big data technology, made in the enterprise is the first step to achieve precision marketing customer orientation, and the height of business intelligence data analysis system is to achieve precision marketing protection, and therefore the use of big data technology to achieve customer orientation when the enterprise, need to focus on building marketing systems. Describes the current application of the marketing system, customer orientation, customer orientation proposed the existence of deficiencies and challenges, and analyze data technology greatly in the process of customer orientation. Combined with existing theories and technologies, and customer orientation to achieve roughly divided definition, data collection and extraction, data preprocessing, analysis modeling, and data mining and analysis, the results derived these six steps. Theory and practice, analyze case "JD phone plan" big data technology applications in customer orientation, in-depth analysis of the big benefits of technology and customer orientation data generated by the combination.
Key words: Customer Orientation; Big Data technology; Precision Marketing; Data Mining
目 錄
第1章 緒論 1
1.1 課題研究的背景和意義 1
1.1.1 課題研究的背景 1
1.1.2 課題研究的意義 1
1.2 課題的國(guó)內(nèi)外研究現(xiàn)狀 2
1.2.1國(guó)外研究現(xiàn)狀 2
1.2.2國(guó)內(nèi)研究現(xiàn)狀 4
1.3 本文研究的主要內(nèi)容 6
第2章 客戶定位與大數(shù)據(jù)技術(shù)基本理論概述 8
2.1 客戶定位 8
2.1.1 客戶定位的涵義 8
2.1.2 客戶定位的實(shí)現(xiàn)原理 8
2.1.3 客戶定位在商業(yè)領(lǐng)域的應(yīng)用分析 9
2.2大數(shù)據(jù)技術(shù) 10
2.2.1 大數(shù)據(jù)的涵義與特征 10
2.2.2 大數(shù)據(jù)的存儲(chǔ)和管理技術(shù) 10
2.2.3 數(shù)據(jù)挖掘與分析技術(shù) 11
2.2.4基于大數(shù)據(jù)的可視化技術(shù) 12
2.3大數(shù)據(jù)技術(shù)在客戶定位應(yīng)用的可行性 13
2.3.1技術(shù)可行性 13
2.3.2經(jīng)濟(jì)的可行性 13
2.3.3實(shí)施的可行性 13
第3章 營(yíng)銷系統(tǒng)中客戶定位的現(xiàn)狀分析 14
3.1 當(dāng)前營(yíng)銷系統(tǒng)中客戶定位應(yīng)用現(xiàn)狀 14
3.1.1客戶定位在營(yíng)銷組合的應(yīng)用 14
3.1.2客戶定位在廣告定位的應(yīng)用 14
3.2 當(dāng)前營(yíng)銷系統(tǒng)中客戶定位的不足之處 15
3.2.1不重視營(yíng)銷系統(tǒng)的建設(shè) 15
3.2.2營(yíng)銷的觀念未轉(zhuǎn)變 16
3.2.3營(yíng)銷策略的反饋機(jī)制的缺失 16
3.2.4忽略客戶的體驗(yàn)感 16
3.2 客戶定位面臨的挑戰(zhàn)分析 17
3.2.1數(shù)據(jù)變得越來(lái)越復(fù)雜 17
3.2.2客戶興趣琢磨不透 17
3.2.3數(shù)據(jù)安全隱患 17
3.2.4推廣模式單一 18
第4章 運(yùn)用大數(shù)據(jù)技術(shù)實(shí)現(xiàn)客戶定位的過(guò)程 19
4.1 客戶定位具體實(shí)現(xiàn)過(guò)程 19
4.1.1 定義問(wèn)題 19
4.1.2 數(shù)據(jù)的收集與抽取 19
4.1.3 數(shù)據(jù)的預(yù)處理 20
4.1.4 分析模型的建立 20
4.1.5 數(shù)據(jù)的分析與挖掘 20
4.1.6 結(jié)果導(dǎo)出 21
4.1.7 應(yīng)用結(jié)果 21
第5章 實(shí)例分析《JD phone計(jì)劃》 22
5.1 JD phone計(jì)劃簡(jiǎn)介 22
5.2 JD phone計(jì)劃中客戶定位的意義 22
5.3 大數(shù)據(jù)技術(shù)在JD phone計(jì)劃中的應(yīng)用 23
5.4 應(yīng)用效果分析 25
第6章 結(jié)論與展望 26
6.1 結(jié)論 26
6.2 展望與不足 27
參考文獻(xiàn) 28
2.18萬(wàn)字
我自己原創(chuàng)的畢業(yè)論文，僅在本站獨(dú)家提交，大家放心使用
摘要 隨著現(xiàn)代信息技術(shù)的不斷發(fā)展，大數(shù)據(jù)技術(shù)日益成熟，以大數(shù)據(jù)技術(shù)與客戶定位相結(jié)合的精準(zhǔn)營(yíng)銷模式，取代了傳統(tǒng)粗放的營(yíng)銷策略。本文通過(guò)研究大數(shù)據(jù)技術(shù)在營(yíng)銷系統(tǒng)中客戶定位的應(yīng)用，從技術(shù)、經(jīng)濟(jì)和實(shí)施三個(gè)方面闡述大數(shù)據(jù)技術(shù)在客戶定位應(yīng)用的可行性。針對(duì)大數(shù)據(jù)的數(shù)據(jù)量龐大、增加速度快、數(shù)據(jù)種類繁多、價(jià)值密度低這四個(gè)特征，本文中對(duì)大數(shù)據(jù)分析技術(shù)的描述主要分為大數(shù)據(jù)的存儲(chǔ)與管理技術(shù)、數(shù)據(jù)挖掘與分析技術(shù)這兩個(gè)部分。
通過(guò)分析大數(shù)據(jù)技術(shù)應(yīng)用，提出在企業(yè)實(shí)現(xiàn)精準(zhǔn)營(yíng)銷的第一步是客戶定位，而高度商業(yè)智能的數(shù)據(jù)分析處理系統(tǒng)是實(shí)現(xiàn)精準(zhǔn)營(yíng)銷的保障，因此企業(yè)在利用大數(shù)據(jù)技術(shù)實(shí)現(xiàn)客戶定位的時(shí)候，需要注重營(yíng)銷系統(tǒng)的建設(shè)。闡述當(dāng)前營(yíng)銷系統(tǒng)中客戶定位的應(yīng)用情況，提出客戶定位存在不足之處和面臨的挑戰(zhàn)，并分析大大數(shù)據(jù)技術(shù)在客戶定位的實(shí)現(xiàn)過(guò)程。結(jié)合現(xiàn)有相關(guān)理論和技術(shù)，把客戶定位實(shí)現(xiàn)大致分為定義問(wèn)題、數(shù)據(jù)的收集和抽取、數(shù)據(jù)預(yù)處理、分析模型的建立、數(shù)據(jù)挖掘與分析、結(jié)果導(dǎo)出這六個(gè)步驟。理論聯(lián)系實(shí)際，剖析案例“JD phone計(jì)劃”中大數(shù)據(jù)技術(shù)在客戶定位的應(yīng)用，深入分析大數(shù)據(jù)技術(shù)與客戶定位相結(jié)合產(chǎn)生的效益。
關(guān)鍵詞：客戶定位 大數(shù)據(jù)技術(shù) 精準(zhǔn)營(yíng)銷 數(shù)據(jù)挖
Big Data technologies in the marketing system, the customer positioning applications
Abstract: With the continuous development of modern information technology, big data technologies become more sophisticated, with big data technology and customer orientation combined with precision marketing model, replacing the traditional extensive marketing strategies. By studying large data technology in the marketing system client positioning applications, from three aspects of technical, economic and technical feasibility of implementing a large data set forth in the customer positioning applications. The huge amount of data for large data, increasing speed, wide range of data of these three characteristics described herein for big data analysis techniques can be divided into a large storage and data management technology, data mining and analysis of these two parts.
By analyzing big data technology, made in the enterprise is the first step to achieve precision marketing customer orientation, and the height of business intelligence data analysis system is to achieve precision marketing protection, and therefore the use of big data technology to achieve customer orientation when the enterprise, need to focus on building marketing systems. Describes the current application of the marketing system, customer orientation, customer orientation proposed the existence of deficiencies and challenges, and analyze data technology greatly in the process of customer orientation. Combined with existing theories and technologies, and customer orientation to achieve roughly divided definition, data collection and extraction, data preprocessing, analysis modeling, and data mining and analysis, the results derived these six steps. Theory and practice, analyze case "JD phone plan" big data technology applications in customer orientation, in-depth analysis of the big benefits of technology and customer orientation data generated by the combination.
Key words: Customer Orientation; Big Data technology; Precision Marketing; Data Mining
目 錄
第1章 緒論 1
1.1 課題研究的背景和意義 1
1.1.1 課題研究的背景 1
1.1.2 課題研究的意義 1
1.2 課題的國(guó)內(nèi)外研究現(xiàn)狀 2
1.2.1國(guó)外研究現(xiàn)狀 2
1.2.2國(guó)內(nèi)研究現(xiàn)狀 4
1.3 本文研究的主要內(nèi)容 6
第2章 客戶定位與大數(shù)據(jù)技術(shù)基本理論概述 8
2.1 客戶定位 8
2.1.1 客戶定位的涵義 8
2.1.2 客戶定位的實(shí)現(xiàn)原理 8
2.1.3 客戶定位在商業(yè)領(lǐng)域的應(yīng)用分析 9
2.2大數(shù)據(jù)技術(shù) 10
2.2.1 大數(shù)據(jù)的涵義與特征 10
2.2.2 大數(shù)據(jù)的存儲(chǔ)和管理技術(shù) 10
2.2.3 數(shù)據(jù)挖掘與分析技術(shù) 11
2.2.4基于大數(shù)據(jù)的可視化技術(shù) 12
2.3大數(shù)據(jù)技術(shù)在客戶定位應(yīng)用的可行性 13
2.3.1技術(shù)可行性 13
2.3.2經(jīng)濟(jì)的可行性 13
2.3.3實(shí)施的可行性 13
第3章 營(yíng)銷系統(tǒng)中客戶定位的現(xiàn)狀分析 14
3.1 當(dāng)前營(yíng)銷系統(tǒng)中客戶定位應(yīng)用現(xiàn)狀 14
3.1.1客戶定位在營(yíng)銷組合的應(yīng)用 14
3.1.2客戶定位在廣告定位的應(yīng)用 14
3.2 當(dāng)前營(yíng)銷系統(tǒng)中客戶定位的不足之處 15
3.2.1不重視營(yíng)銷系統(tǒng)的建設(shè) 15
3.2.2營(yíng)銷的觀念未轉(zhuǎn)變 16
3.2.3營(yíng)銷策略的反饋機(jī)制的缺失 16
3.2.4忽略客戶的體驗(yàn)感 16
3.2 客戶定位面臨的挑戰(zhàn)分析 17
3.2.1數(shù)據(jù)變得越來(lái)越復(fù)雜 17
3.2.2客戶興趣琢磨不透 17
3.2.3數(shù)據(jù)安全隱患 17
3.2.4推廣模式單一 18
第4章 運(yùn)用大數(shù)據(jù)技術(shù)實(shí)現(xiàn)客戶定位的過(guò)程 19
4.1 客戶定位具體實(shí)現(xiàn)過(guò)程 19
4.1.1 定義問(wèn)題 19
4.1.2 數(shù)據(jù)的收集與抽取 19
4.1.3 數(shù)據(jù)的預(yù)處理 20
4.1.4 分析模型的建立 20
4.1.5 數(shù)據(jù)的分析與挖掘 20
4.1.6 結(jié)果導(dǎo)出 21
4.1.7 應(yīng)用結(jié)果 21
第5章 實(shí)例分析《JD phone計(jì)劃》 22
5.1 JD phone計(jì)劃簡(jiǎn)介 22
5.2 JD phone計(jì)劃中客戶定位的意義 22
5.3 大數(shù)據(jù)技術(shù)在JD phone計(jì)劃中的應(yīng)用 23
5.4 應(yīng)用效果分析 25
第6章 結(jié)論與展望 26
6.1 結(jié)論 26
6.2 展望與不足 27
參考文獻(xiàn) 28
