大数据环境下精准客户定位的社交网络分析

《大数据环境下精准客户定位的社交网络分析》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。

1、ComputerEngineeringandApplications计算机工程与应用2017，53（15）85大数据环境下精准客户定位的社交网络分析ၹ1，221，31曾小青，张若欣，欧阳文光，王琪ऄ1，221，31ZENGXiaoqing,ZHANGRoxin,OUYANGWenguangˁ,WANGQi1.长沙理工大学经济与管理学院，长沙410004ሮ2.美国北密歇大学数学与计算机科学系，马凯特，美国49855H3.奇虎360科技有限公司，北京100015ࢺPS1.SchoolofEconomic

2、sandManagement,ChangshaUniversityofScienceandTechnology,ChangshaK410004,China2.DepartmentofMathematicsandComputerScience,NorthernMichiganUniversity,MI఻49855,USA3.Qihu360SoftwareCo.Ltd.,Beijingካ100015,ChinaDFBZENGXiaoqing,ZHANGRoxin,OUYANGWenguang,eta

3、lᝠX.Precisioncustomerpositioningorientedsocialnetworkanalysisunderbigdataenvironment.ComputerEngineeringandApplications,X2017,53（15）：85-94.Abstract:Bigdataprovidesimportantsupportforenterprisesdoingprecisionmarketingdecision.ItcansignificantlyXenhancem

4、arketingeffectivenessandimprovecustomersatisfaction.Customeridentificationandselectionisfundamentalforprecisionmarketing.Ithelpscompaniestargetvaluablecustomersanddesignmarketingmixstrategies.Asasocialstructureanalysismethod,SocialNetworkAnalysis（SNA）m

5、ethodcaneffectivelytargetthekeycustomersbyanalyzingcustomer’sindividualcharacteristicsandgroupfeatures.Firstly,throughthesocialnetworkcentralityanalysis,thispaperstudiestherelationshipbetweenthenodecentralityinanetworkandthemarketingeffectiveness.Furth

6、ermore,byintro-ducingamethodcalledRMCL（RegularizedMarkovClustering）,asolutionispresentedtopartitionsocialnetworkintocommunities.Moreimportantly,inordertodetectcommunitiesinlarge-scalesocialnetworks,theRMCLmethodisimple-mentedinMapReducePattern,aparalle

7、lprogrammingframework.Thispaperalsoexplorestheapproachestoidentifythecorenodewithinasocialnetworkcommunity.Twoindicatorsareproposedintermofcustomerinfluencedegreeandinfluencefactortomeasurethecustomer’simpactonpurchasing.Lastly,combiningwithsocialnetwo

8、rkcentralitymetrics,CARTmethodisusedtouncoverthelinksbetweenthesocialnetworkandcustomerconsumingresponse,andtheorderofvariableimportanceisdetermined,whichprovidesafeasibleguidancefortheenterprisesadoptingdifferentiatedmarketingstrategie