Study on Marketing Strategies Based on Data Mining of TV Shopping Sales Mode

被引：0

作者：

Chen Deliang ^{[1
]}

Peng Wei ^{[1
]}

机构：

[1] Cent S Univ Forestry & Technol, Logist Sch, Changsha 410004, Hunan, Peoples R China

来源：

DATA PROCESSING AND QUANTITATIVE ECONOMY MODELING | 2010年

关键词：

Data mining; TV shopping; Marketing strategy; Purchasing behavior; Cluster analysis;

D O I：

暂无

中图分类号：

C93 [管理学]; O22 [运筹学];

学科分类号：

070105 ; 12 ; 1201 ; 1202 ; 120202 ;

摘要：

Companies which have TV shopping as marketing channels have to know the characteristics of consumers' purchasing behavior and make appropriate marketing strategies accordingly. With the help of MS SQL server 2005 business intelligence modules and related data from questionnaire surveys on consumers' purchasing behavior, a cluster analysis has been done on it. The result of the analysis indicates that TV shopping consumers can be classified into three groups. They are potential TV shopping consumers, regular TV shopping consumers and to-be TV shopping consumers. This paper ends in three marketing strategies brought out according to the characteristics of consumers' TV shopping behavior, namely, strategy of product differentiation, strategy of reducing perceptive risks and strategy of integrated marketing communication.

引用

页码：75 / 78

页数：4

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