- 电子工业出版社
- 9787121467929
- 1-3
- 532994
- 60266677-8
- 平塑
- 16开
- 2025-07
- 295
- 204
- 管理学
- 工商管理类
- 工商管理
- 本科 研究生及以上
内容简介
现今，数据成为提升营销效果的新的关键要素。营销数据分析作为企业一项非常重要的活动，是通过特定技术获取和分析有关市场的所有可用信息，以帮助设计或优化特定的营销方案，提高营销效果的一系列活动。本书由入选首批国家级一流本科专业建设点的安徽财经大学市场营销专业李永发教授团队历经近两年时间打磨，深入利用多个技术工具，挖掘营销数据背后的市场规律与营销逻辑，从而帮助学习者掌握数字经济时代需要的高级营销技能。本书展示了当前实践中营销数据分析的主要内容、常用方法、算法与实操演示，每章都以一个实际问题作为切入点，引出相关理论与算法，最终通过一个案例演示详细的软件解决过程。本书适合市场营销、工商管理、旅游管理、电子商务、跨境电子商务等专业本科生、研究生作为教材使用，也适合营销管理领域的从业者学习。
目录
第1 章 绪论········································1
1.1 营销数据分析的相关概念··············2
1.1.1 数据分析与数据挖掘···········2
1.1.2 营销数据与数据营销···········3
1.2 营销数据分析的应用领域··············3
1.3 营销数据分析的方法····················5
1.3.1 基本方法··························5
1.3.2 高级方法··························6
1.4 营销数据分析的流程····················7
1.5 营销数据分析的影响····················9
本章小结······································· 11
实训目的······································· 11
思考与练习···································· 11
参考资料······································· 12
第2 章 基于聚类算法的价格带分析··· 13
2.1 问题的提出······························ 14
2.1.1 价格带分析····················· 14
2.1.2 问题设计························ 14
2.1.3 问题解决思路·················· 15
2.2 聚类算法································· 15
2.2.1 聚类算法简介·················· 15
2.2.2 K 均值算法原理··············· 16
2.2.3 聚类算法的分类··············· 17
2.2.4 聚类算法的应用··············· 18
2.3 价格带分析案例························ 18
本章小结······································· 24
实训目的······································· 25
思考与练习···································· 25
参考资料······································· 25
第3 章 用户画像分析························ 27
3.1 问题的提出······························ 28
3.1.1 用户画像························ 28
3.1.2 问题设计························ 30
3.1.3 问题解决思路·················· 30
3.2 用户画像构建过程····················· 31
3.2.1 明确营销需求·················· 31
3.2.2 确定用户画像的维度和度量
指标······························ 32
3.3 用户画像案例··························· 35
本章小结······································· 46
实训目的······································· 47
思考与练习···································· 47
参考资料······································· 47
第4 章 基于ARIMA 模型的产品生命
周期预测······························· 48
4.1 问题的提出······························ 49
4.1.1 产品生命周期理论············ 49
4.1.2 问题设计························ 49
4.1.3 问题解决思路·················· 50
4.2 时间序列法与ARIMA 模型·········· 50
4.2.1 时间序列法····················· 50
4.2.2 ARIMA 模型··················· 51
4.3 产品生命周期预测案例··············· 52
本章小结······································· 62
实训目的······································· 64
思考与练习···································· 64
参考资料······································· 65
第5 章 基于关联规则的购物篮分析··· 66
5.1 问题的提出······························ 67
5.1.1 购物篮分析····················· 67
5.1.2 问题设计························ 67
5.1.3 问题解决思路·················· 68
5.2 关联分析································· 68
5.2.1 关联分析步骤与关联强度··· 68
5.2.2 关联分析的核心算法········· 69
5.2.3 关联分析在营销中的应用··· 71
5.3 购物篮分析案例························ 71
本章小结······································· 79
实训目的······································· 80
思考与练习···································· 80
参考资料······································· 80
第6 章 基于文本挖掘的消费者情感
分析····································· 81
6.1 问题的提出······························ 82
6.1.1 商品评价中的情感············ 82
6.1.2 问题设计························ 82
6.1.3 问题解决思路·················· 82
6.2 文本分析法······························ 83
6.2.1 文本分析原理·················· 83
6.2.2 文本数据的分析类型与一般
流程······························ 84
6.2.3 文本情感分析的三种方法··· 84
6.3 消费者情感分析案例·················· 85
本章小结······································· 94
实训目的······································· 96
思考与练习···································· 96
参考资料······································· 96
第7 章 基于PSM 的定价策略··········· 97
7.1 问题的提出······························ 98
7.1.1 定价······························ 98
7.1.2 问题设计························ 98
7.1.3 问题解决思
1.1 营销数据分析的相关概念··············2
1.1.1 数据分析与数据挖掘···········2
1.1.2 营销数据与数据营销···········3
1.2 营销数据分析的应用领域··············3
1.3 营销数据分析的方法····················5
1.3.1 基本方法··························5
1.3.2 高级方法··························6
1.4 营销数据分析的流程····················7
1.5 营销数据分析的影响····················9
本章小结······································· 11
实训目的······································· 11
思考与练习···································· 11
参考资料······································· 12
第2 章 基于聚类算法的价格带分析··· 13
2.1 问题的提出······························ 14
2.1.1 价格带分析····················· 14
2.1.2 问题设计························ 14
2.1.3 问题解决思路·················· 15
2.2 聚类算法································· 15
2.2.1 聚类算法简介·················· 15
2.2.2 K 均值算法原理··············· 16
2.2.3 聚类算法的分类··············· 17
2.2.4 聚类算法的应用··············· 18
2.3 价格带分析案例························ 18
本章小结······································· 24
实训目的······································· 25
思考与练习···································· 25
参考资料······································· 25
第3 章 用户画像分析························ 27
3.1 问题的提出······························ 28
3.1.1 用户画像························ 28
3.1.2 问题设计························ 30
3.1.3 问题解决思路·················· 30
3.2 用户画像构建过程····················· 31
3.2.1 明确营销需求·················· 31
3.2.2 确定用户画像的维度和度量
指标······························ 32
3.3 用户画像案例··························· 35
本章小结······································· 46
实训目的······································· 47
思考与练习···································· 47
参考资料······································· 47
第4 章 基于ARIMA 模型的产品生命
周期预测······························· 48
4.1 问题的提出······························ 49
4.1.1 产品生命周期理论············ 49
4.1.2 问题设计························ 49
4.1.3 问题解决思路·················· 50
4.2 时间序列法与ARIMA 模型·········· 50
4.2.1 时间序列法····················· 50
4.2.2 ARIMA 模型··················· 51
4.3 产品生命周期预测案例··············· 52
本章小结······································· 62
实训目的······································· 64
思考与练习···································· 64
参考资料······································· 65
第5 章 基于关联规则的购物篮分析··· 66
5.1 问题的提出······························ 67
5.1.1 购物篮分析····················· 67
5.1.2 问题设计························ 67
5.1.3 问题解决思路·················· 68
5.2 关联分析································· 68
5.2.1 关联分析步骤与关联强度··· 68
5.2.2 关联分析的核心算法········· 69
5.2.3 关联分析在营销中的应用··· 71
5.3 购物篮分析案例························ 71
本章小结······································· 79
实训目的······································· 80
思考与练习···································· 80
参考资料······································· 80
第6 章 基于文本挖掘的消费者情感
分析····································· 81
6.1 问题的提出······························ 82
6.1.1 商品评价中的情感············ 82
6.1.2 问题设计························ 82
6.1.3 问题解决思路·················· 82
6.2 文本分析法······························ 83
6.2.1 文本分析原理·················· 83
6.2.2 文本数据的分析类型与一般
流程······························ 84
6.2.3 文本情感分析的三种方法··· 84
6.3 消费者情感分析案例·················· 85
本章小结······································· 94
实训目的······································· 96
思考与练习···································· 96
参考资料······································· 96
第7 章 基于PSM 的定价策略··········· 97
7.1 问题的提出······························ 98
7.1.1 定价······························ 98
7.1.2 问题设计························ 98
7.1.3 问题解决思
