计算机工程与应用Issue(15)：85-94,10.DOI:10.3778/j.issn.1002-8331.1609-0343
大数据环境下精准客户定位的社交网络分析
Precision customer positioning oriented social network analysis under big data environment
摘要
Abstract
Big data provides important support for enterprises doing precision marketing decision. It can significantly enhance marketing effectiveness and improve customer satisfaction. Customer identification and selection is fundamental for precision marketing. It helps companies target valuable customers and design marketing mix strategies. As a social structure analysis method, Social Network Analysis(SNA)method can effectively target the key customers by analyzing customer's individual characteristics and group features. Firstly, through the social network centrality analysis, this paper studies the relationship between the node centrality in a network and the marketing effectiveness. Furthermore, by intro-ducing a method called RMCL(Regularized Markov Clustering), a solution is presented to partition social network into communities. More importantly, in order to detect communities in large-scale social networks, the RMCL method is imple-mented in Map Reduce Pattern, a parallel programming framework. This paper also explores the approaches to identify the core node within a social network community. Two indicators are proposed in term of customer influence degree and influence factor to measure the customer's impact on purchasing. Lastly, combining with social network centrality metrics, CART method is used to uncover the links between the social network and customer consuming response, and the order of variable importance is determined, which provides a feasible guidance for the enterprises adopting differentiated marketing strategies.关键词
社交网络分析/精准营销/客户定位/大数据Key words
social network analysis/precision marketing/customer positioning/big data分类
信息技术与安全科学引用本文复制引用
曾小青,张若欣,欧阳文光,王琪..大数据环境下精准客户定位的社交网络分析[J].计算机工程与应用,2017,(15):85-94,10.基金项目
国家社会科学基金(No.13BGL063). （No.13BGL063）
