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题名: 基于热力图的卷烟市场数据可视分析系统
其他题名: Visual analysis system of cigarette marketing data based on thermodynamic diagram
作者: 邓超; 宋金伟; 孙瑞志; 郭晓惠; 史银雪; 袁钢; 孙忱; 邓雪峰; 陆瑛
作者部门: 空间技术部
关键词: 卷烟 ; 市场销售 ; 热力图 ; 可视分析 ; k-means聚类算法
刊名: 烟草科技
ISSN号: 1002-0861
出版日期: 2016
卷号: 49, 期号:12, 页码:91-97
收录类别: CSCD
项目资助者: 国家科技支撑计划课题
中文摘要: 为解决卷烟工业企业市场营销数据量大、分析效率低等问题,设计了一种基于热力图的市场数据可视分析系统(Visual analysis system of marketing data,VASMD)。VASMD采用三层分布式数据处理架构,包括数据采集层、数据预处理层、可视分析层;采用k-means、DBSCAN等数据挖掘算法建立数据分析模型,并基于百度地图设计了交互式可视分析图及多种辅助分析工具。以广西中烟公司生产的真龙牌卷烟为例,对其市场营销数据进行采集、筛选、预处理和可视分析。结果表明:①主要城市的销售热点发展对周边县份、乡镇的热点形成有较强的引导作用;②热点主要沿交通主干网络分布和传播;③经济交往频繁、语言文化相近的不同区域之间热点形成及传播具有相互牵引作用。可见,以热力图形式对卷烟市场数据中地理与时序信息进行可视分析,可以形象地展现消费者群体的地理分布状态和组织结构,探索数据中隐含的市场发展模式及规律,有效提高企业精准营销水平。
英文摘要: As a solution to the massive marketing data and unsatisfactory analysis efficiency, a visual analysis system of marketing data (VASMD) for cigarette enterprises was developed based on thermodynamic diagram. VASMD adopted a triple-layer distributed data processing architecture, including data collecting layer, data preprocessing layer, and visual analysis layer. Data analysis models were built by using k-means and DBSCAN data mining algorithms, an interactive visual analysis diagram and several auxiliary analysis tools were developed based on Baidu map. In the case studies, two marketing data sets of cigarette brandZhenlong produced by China Tobacco Guangxi Industrial Limited Corporation were used for screening, preprocessing and visual analysis. The results showed that: 1) The development of sale hot spots in main cities had strong guiding effects on the hot spot formation of their neighboring counties, towns and villages. 2) The hot spots distributed and spread mostly along the major and trunk traffic networks. 3) There existed mutual traction effects between those regions with frequent economic contacts and similar language and culture in the formation and spreading of hot spots. In conclusion, a VASMD in the form of thermodynamic diagram can figuratively demonstrate the geographic distribution and structure of cigarette consumer groups, reveal the market development patterns and rules implied by the data, and promote the level of precise marketing of enterprises effectively.
语种: 中文
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内容类型: 期刊论文
URI标识: http://ir.nssc.ac.cn/handle/122/5741
Appears in Collections:空间技术部_期刊论文

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