基于模糊聚类的快速消费品客户行为分析

《基于模糊聚类的快速消费品客户行为分析》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、ABSTRACTFastMovingConsumerGoods(referredtoastheFMCG)isanindustryofintensecompetition.Inmanyproductcategories,thefastmovingconsumergoodsisarelativelywithlucrativeprofitmargins,largesalesandfastdevelopment.Overtheyears,agenciesandmarketwatchersareclosetrackingtheindustrytrend.Itisahugemarketwi

2、thwiderangeofconsumergroups,lowbarrierstoentry,andalloftheabovecausethefiercecompetitivestatusofthemarket.Foranenterprise,tograsptheconsumers'demandisessentialtoensurewinningaplaceinthefiercemarket.Inordertounderstandcustomerneedsandtaptheirpotentialvalue,dataminingisavitaltool.Clusteranalys

3、isisanimportantbranchofdatamining.Byanalyzingtheconsumptionofcustomer,wecanmeasurethepreferenceofcustomerfurthermorefromtheexistingdada，topredictconsumer'snextreactiontothefastchangingmarket,andthusmakemiscellaneousdecisionsofproductionandmarketing.FuzzyClusterAnalysisisespeciallysuitablefor

4、theobjectsthathavefuzzyanduncertaintyfeatures.ItcanfittheFMCGcompany’sneedstoanalyzetheconsumerbehaviordata.Theresearchisbasedondataofrealcustomerbehavior,andusingtheFuzzyClusterAnalysis.TheresulthasprovidedvaluableinformationinpracticalapplicationforFMCGcompanies.Thispapercontainssixchapter

5、s.Thefirstchapterintroducedthebackgroundandstructureoftheresearch;thesecondchapterintroducedtheFMCGindustry;thethirdchapterintroducedfuzzyclusteranalysisandhowitwasusedonFMCGanalysismodel；thefourthpartwastheimplementandcodeforfuzzyclusteronFMCGconsumerbehavioranalysis;thefifthchaptergavethep

6、racticalapplicationincustomerbehavioranalysisusingfuzzycluster；thelastchapterwastheconclusionandfutureresearchplan.KeywordsCustomerBehaviorAnalysis，ClusterAnalysis，FuzzyClusterAnalysis，FMCGClassificationCodeC812第一章绪论快速消费品行业是当前竞争最白热化的行业之一。企业想从众多竞争者中脱颖而出必须对客户的需求有深刻的了解，而行业通用的数据分析方法已经难以满足企业对数据挖掘

7、的需求。本章节介绍了选题背景和国内外研究现状，也使读者对整篇文章的逻辑结构有大致的了解。1.1研宄背景与选题意义1.1.1研究背景快速消费品（FastMovingConsumerGoods，简称FMCG)是现在在商业包括工业当中非常活跃的一块，它包括日化用品、烟酒饮料、包装的食品和非处方药等，主要依靠消费者高频次和重复的使用与消耗通过规模的市场量来获得利润和价值的实现。对于零售商和快速消费品制造企业而言，中国市场在众多方面都具有全球最佳的发展潜质。但同时，这一市场也正在经历着重大变革，快速消