基于数据挖掘的品牌服装企业客户细分应用研究

摘要

利用数据挖掘方法对品牌女装企业的客户细分进行了研究，采用两阶段聚类挖掘算法和C4.5决策树挖掘算法对会员客户进行分析，依据消费记录对客户进行分类，得到容易理解和商业实践的客户分类规则。依据这些规则能够支持企业采取有针对性的营销策略，优化会员构成，实效明显。%In this paper, we studied the customer segmentation practice of the brand women’s clothing enterprises using data mining process, analyzed the membership customers of the enterprises using the two-stage cluster mining algorithm and the C4.5 decision-tree mining algorithm, and classified them in light of their purchase records.