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

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.