Case-based Reasoning Research For Ontology-based Real Estate Marketing

Whether real estate enterprises can grasp the customer's demand accurately, and satisfy the customer's personalized demand maximally,has decided the enterprise's competitive ability.Personalized marketing services to the customers not only can bring profit to the enterprise,but also retain the existing customer and develop new customer effectively.At present,the personalized marketing services of real estate enterprise are only at the preliminary research stage.The most researches only discussed the significance of personalized marketing,and didn't research how to carry out the personalized marketing of real estate.The paper proposed personalized marketing system for real estate based ontology and case-based reasoning technology which provide a new way of thinking.It was researched to construct the real estate personalization marketing system on the basis of the researches on real estate marketing knowledge and the theory and method of knowledge management and case based reasoning technology.Its aim was to use the knowledge of cases to solve the real estate personalization marketing problem.The paper also discussed the sharing and reusing of marketing case knowledge and the optimization of cases.The main research contents and results are as follows:(1) Customer ontology construction.The customer ontology can make real enterprises or departments apply customer information on the basis of consistent concept and semantic information.The paper analyses the construction of customer ontology based on the research of ontology definition,ontology modeling language and construction method.First,the customer ontology terms were obtained.Second,the class and the class's property of the customer ontology were defined on the basis of real estate customer classification generated from multidimensional point of view.Finally,the expression of customer ontology was discussed.The establishment of customer ontology lays the foundation for case knowledge sharing in multi-case bases.(2) Real estate ontology construction.Considering the insufficiency of manual construct ontology,real estate ontology construction adopts formal concept analysis approach.First,this paper researched its theoretical basis, definition,construction method of concept latices and the relationship between formal concept analysis and ontology.Second,the real estate's formal background was constructed based on the concepts from correlative real estate domain text.In the formal background,the objects are the documents and the properties are the ontology concepts.Finally,the concepts and classification relationships between concepts were structured in the form of concept latices and translated into real estate ontology.Real estate ontology can eliminate deviation and ambiguity which emerge from the understanding of real estate information in different enterprise or even different department and provide the basis for real estate marketing case knowledge sharing.(3) Ontology-based real estate CBR system's design.How to use ontology and case based reasoning technology in real estate personalized marketing was designed.The system structure of real estate personalized marketing was designed on the basis of the discussion of ontology and case based reasoning theory and its application.The system not only considers the full use of domain experts' experiences and knowledge,but also can supports sharing and reuse of case knowledge in multi-distribution case bases.So,it solved the problem of knowledge sharing generated from different case express in different enterprise or enterprise interior in traditional case based reasoning.Also a new semantic similiarity algorithm was proposed and used to compute similarity between new case and a case from case bases.So the real meaning of each property in different case expression was discovered and the mapping relation between two properties was constributed based on it.(4) CBR based housing customization research.It is an effective marketing strategy to improve customers' satisfaction through customers' participation in residency design step by step.This thesis researched the application of CBR in housing customization system to meet customers' personalized demand,based on research of the current situation of housing customization.First,housing customization framework based on CBR was designed.Then the choice and expression of housing case properties were researched.Finally,the housing customization case indexing and revision based on genetic algorithm were researched.The housing customization case index based in genetic algorithm solved the subjectivity problem of case properties' characteristic weight in the most near neighboring method and improved the validity of case match.The housing case revision based on genetic algorithm provided a satisfied housing scheme through meeting the demand of cost minimization and customer grades maximization. The system can provide customers with the chances of expressing their special needs and the best customized housing scheme according to their preferences and requirement of cost.