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

共 50 条

[31] Sales Forecasting Using GBDT Based Model And Data Mining Method
Zhou, Yichun
Cheng, Yu
Lin, Yucheng
Mengqiu, Tian
2021 IEEE INTERNATIONAL CONFERENCE ON CONSUMER ELECTRONICS AND COMPUTER ENGINEERING (ICCECE), 2021, : 398 - 401
[32] Construction of Internet TV Industry Ecosystem Based on Data Mining Technology
He, Jie
WIRELESS COMMUNICATIONS & MOBILE COMPUTING, 2022, 2022
[33] Semiodiscursive analysis of TV newscasts based on data mining and image processing
Andrade Conceicao, Felipe Leandro
Cardeal Padua, Flavio Luis
Machado Pereira, Adriano Cesar
de Assis, Guilherme Tavares
Silva, Giani David
Braighi Andrade, Antonio Augusto
ACTA SCIENTIARUM-TECHNOLOGY, 2017, 39 (03) : 357 - 365
[34] Management report for marketing in higher education based on data warehouse and data mining
Rudy
Miranda, Eka
International Journal of Multimedia and Ubiquitous Engineering, 2015, 10 (04): : 291 - 302
[35] RETRACTED: The study of characteristics of consumers in Online shopping and related marketing strategies of merchants (Retracted Article)
Li Milong
ICCSIT 2010 - 3RD IEEE INTERNATIONAL CONFERENCE ON COMPUTER SCIENCE AND INFORMATION TECHNOLOGY, VOL 4, 2010, : 709 - 713
[36] Successful joint venture strategies based on data mining
Kim, Jin Hyung
Sohn, So Young
ADVANCES ON ARTIFICIAL INTELLIGENCE, KNOWLEDGE ENGINEERING AND DATA BASES, PROCEEDINGS, 2008, : 263 - +
[37] German butchers' and direct marketers' willingness to implement alternative sales and marketing strategies in the marketing of animal welfare meat A qualitative data analysis
von Hardenberg, Louisa
Schaper, Christian
Heise, Heinke
BERICHTE UBER LANDWIRTSCHAFT, 2020, 98 (01):
[38] A study on optimization of delayed production mode of iron and steel enterprises based on data mining
Shi, Zhiming
Li, Yisong
Lu, Changxiang
PLOS ONE, 2023, 18 (01):
[39] Data Management and Service Mode of Library Based on Data Mining Algorithm
Zhang, Jingjing
Chi, Yang
SCIENTIFIC PROGRAMMING, 2022, 2022
[40] Mining Target Users for Online Marketing based on App Store Data
He, Xiuqiang
Dai, Wenyuan
Cao, Guoxiang
Tang, Ruiming
Yuan, Mingxuan
Yang, Qiang
PROCEEDINGS 2015 IEEE INTERNATIONAL CONFERENCE ON BIG DATA, 2015, : 1043 - 1052

← 1 2 3 4 5 →