基于POI数据的卷烟消费者行为研究
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摘要
随着新零售时代的来临,如何利用大数据分析技术对卷烟消费者行为进行研究分析,成为了烟草企业寻求有效精确营销和产品投放策略的关键之所在。通过POI数据分析技术,对某卷烟企业在QD地区的消费者数据进行了实证分析,研究了消费者购买行为的区域聚集规律以及地点和时段偏好。研究为大数据时代下烟草企业的消费者行为分析提出一条新途径,同时对卷烟消费者行为具体研究结论对卷烟企业的产品投放和营销策略提供了参考。
Along with the advent of new retail era,the exploitation of big data for cigarette consumer behavior analysis has become crucial for the tobacco companies which are seeking for superiority in marketing campaign and product delivery strategy.Through POI data analysis technology,this paper makes an empirical analysis on the data of cigarette consumers in QD area,and studies the regional distribution of consumer purchase behavior,as well as the place and time preference.This research has provided a new method of company's consumer behavior analysis,and the research conclusions simultaneously supply a reference to tobacco company's marketing campaign and product delivery strategy.
Along with the advent of new retail era,the exploitation of big data for cigarette consumer behavior analysis has become crucial for the tobacco companies which are seeking for superiority in marketing campaign and product delivery strategy.Through POI data analysis technology,this paper makes an empirical analysis on the data of cigarette consumers in QD area,and studies the regional distribution of consumer purchase behavior,as well as the place and time preference.This research has provided a new method of company's consumer behavior analysis,and the research conclusions simultaneously supply a reference to tobacco company's marketing campaign and product delivery strategy.
引文
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[3]周垠,张诚,崔铭,等.基于空间句法和POI信息的城市商业网点布局研究——以成都市龙泉驿区为例[J].四川建筑,2014(6):15-18.
[4]池娇,焦利民,董婷,等.基于POI数据的城市功能区定量识别及其可视化[J].测绘地理信息,2016,41(2):68-73.
[5]张美芳.基于POI数据的长沙主城区零售业空间分布分析[J].经济论坛,2018(7):120-125.
[6]段亚明,刘勇,刘秀华,王红蕾.基于POI大数据的重庆主城区多中心识别[J].自然资源学报,2018(5):788-800.