| 面向运营商大数据的汽车精准营销算法研究 |
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| 引用本文： | 慕善文,赵会群.面向运营商大数据的汽车精准营销算法研究[J].教育技术导刊,2020,19(1):148-151. |
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| 作者姓名： | 慕善文 赵会群 |
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| 作者单位： | 北方工业大学 信息学院，北京 100144 |
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| 基金项目： | 国家自然科学基金项目（61672041） |
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| 摘 要： | 精准营销可以帮助企业节约营销成本、提升营销效果，基于大数据的消费者行为分析也是大数据领域的一个热点研究。为此，基于运营商大数据对汽车用户精准营销算法进行研究，提出基于专家经验与统计学方法的精准营销算法。首先对用户上网日志数据进行加工，得到用户行为标签，然后根据专家经验与统计学公式计算用户购车意向得分，输出潜在购车客户信息。通过在某运营商真实环境下进行实验，验证了算法的可行性与有效性。实验结果表明，面向运营商大数据的汽车用户精准营销算法成功率可达到5.98%，相比现有推荐算法效率明显提升。
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| 关 键 词： | 运营商大数据 专家经验 汽车营销：精准营销 |
| 收稿时间： | 2019-03-08 |
Study on Automobile Precision Marketing Algorithm for Operator Big Data |
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| MU Shan-wen,ZHAO Hui-qun.Study on Automobile Precision Marketing Algorithm for Operator Big Data[J].Introduction of Educational Technology,2020,19(1):148-151. |
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| Authors: | MU Shan-wen ZHAO Hui-qun |
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| Institution: | Information Institute， North China University of Technology， Beijing 100144， China |
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| Abstract: | Precision marketing can help companies save marketing costs and improve marketing effectiveness. Consumer behavior analysis based on big data is also a hot research area of big data. To this end， based on the operator’s big data algorithm research on the precise marketing of automotive users， a precise marketing algorithm based on expert experience and statistical methods is proposed. The algorithm first processes the user’s online log data， obtains the user behavior label， and then calculates the user’s purchasing willingness according to the expert experience and statistical formula， and outputs the potential customer information. The feasibility and effectiveness of the algorithm are verified by experiments in a real production environment of an operator. Experiments show that the success rate of precision marketing algorithms for automotive users targeting big data can reach 5.98%， which is significantly higher than the existing recommendation algorithm of an operator. |
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| Keywords: | operator big data expert experience automobile marketing precision marketing |
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