How to Realize Precision Marketing in Catering Industry through Big Data

摘要

In recent years, big data has gradually become an important part of people's life. In this case, software that provides ratings for various services (such as catering or accommodation) has emerged in large numbers. These softwares help consumers to comment on their consumption experience in a restaurant, hotel or other stores, such as leave ratings, feedback deficiencies, express praise, etc. These could provide customers who have not been to the store with some consumption suggestions. Such review data provides the possibility for businesses to make service defect analysis. Businesses can improve their services through the shortcomings of the most feedback in the comments, or keep the aspects of the reviews that are generally praised. This paper will use the catering industry as an example, combine review data with the characteristics of the business, distinguish them by different levels of consumption, then construct regression and classifier models. The ultimate goal of this paper is to help businesses find the key reasons that affect their rate (bonus or defect) under a certain consumption level, in order to help businesses achieve the purpose of precision marketing.