基于支持向量机的消费者行为分类方法
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摘要
"大数据"时代的来临,企业更加重视通过数据分析来洞察消费者行为,以实现更为精准的营销模式。现有对消费者行为的分类方法主要有层次分析法,聚类,贝叶斯网络等。文章引入支持向量机的方法应用在消费行为分析中,它是在统计学理论基础上发展起来的一种新的模式识别方法,在解决有限样本,非线性及高维模式识别问题中表现出许多特有的优势。最后,文章利用广东省烟草公司的实际调研数据进行支持向量机的训练。文章发现,相比于传统的消费者行为分类方法,支持向量机用于消费者行为分析是一种更精确有效的分类方法。
This paper intensively studies the consumer behavior based on the "big data" era for the purpose of precision marketing.Nowadays, after reviewing the numerous literatures, the paper finds several approaches such as AHP algorithm, cluster analysis, Bayesian discrimination algorithm to solve these problems. However, this paper tries to use a new method named Support Vector Machine(SVM),which is a new pattern identification approach, to solve the complicated non-linear cases. Eventually, it uses Guangdong Tobacco case to certify the SVM algorithm, which is more accurate and feasible in this type than traditional consumer behavior analysis approaches such as the Bayesian discrimination algorithm.
This paper intensively studies the consumer behavior based on the "big data" era for the purpose of precision marketing.Nowadays, after reviewing the numerous literatures, the paper finds several approaches such as AHP algorithm, cluster analysis, Bayesian discrimination algorithm to solve these problems. However, this paper tries to use a new method named Support Vector Machine(SVM),which is a new pattern identification approach, to solve the complicated non-linear cases. Eventually, it uses Guangdong Tobacco case to certify the SVM algorithm, which is more accurate and feasible in this type than traditional consumer behavior analysis approaches such as the Bayesian discrimination algorithm.
引文
[1]范秋英,方醒.基于层次分析法的网上消费者行为分析[J].物流工程与管理,2013,01:121-122.
[2]郭磊,陈进,朱义,肖文斌.小波支持向量机在滚动轴承故障诊断中的应用[J].上海交通大学学报,2009,04:678-682.
[3]汪海燕,黎建辉,杨风雷,等.支持向量机理论及算法研究综述[J].计算机应用研究,2014,31(5).
[4]王孟磊.基于模糊聚类-ABC控制法的百货企业市场细分研究[J].价值工程,2014,16:198-199.
[5]B.Baesens,S.Viaene,D.Van den Poel,J.Vanthienen,G.Dedene,Bayesian neural network learning for repeat purchase modeling in direct marketing[M].European Journal of Operational Research,2002(138):191-211.
[6]G.Cui,M.L.Wong,H.-K.Lui,Machine learning for direct marketing response models:Bayesian networks with evolutionary programming[J].Management Science,2006(52):597-612.
[7]L.Cao.In-depth behavior understanding and use:the behavior informaticsapproach[J].Information Sciences,2010(180):3067-3085.
[2]郭磊,陈进,朱义,肖文斌.小波支持向量机在滚动轴承故障诊断中的应用[J].上海交通大学学报,2009,04:678-682.
[3]汪海燕,黎建辉,杨风雷,等.支持向量机理论及算法研究综述[J].计算机应用研究,2014,31(5).
[4]王孟磊.基于模糊聚类-ABC控制法的百货企业市场细分研究[J].价值工程,2014,16:198-199.
[5]B.Baesens,S.Viaene,D.Van den Poel,J.Vanthienen,G.Dedene,Bayesian neural network learning for repeat purchase modeling in direct marketing[M].European Journal of Operational Research,2002(138):191-211.
[6]G.Cui,M.L.Wong,H.-K.Lui,Machine learning for direct marketing response models:Bayesian networks with evolutionary programming[J].Management Science,2006(52):597-612.
[7]L.Cao.In-depth behavior understanding and use:the behavior informaticsapproach[J].Information Sciences,2010(180):3067-3085.