Study On Database Marketing Application In Real Estate Corporation

The thesis have studied the Database Marketing (DBM) application in real estate enterprise, which is based on analyzing and studying DBM application in other industries, Customer Relationship Management in real estate enterprise, and combines Relationship Marketing and Direct Marketing .The details are as follows:First,the thesis studies the application of the Bayesian Classifying Method on the discovering the objective customer .It also introduces the na?ve Bayesian classifier and Bayesian faith wet.Second, the thesis studies how to use the technology of data mining to measure the feedback rate on advertisement,media. It introduces the concept of logit model, the method on how to deal with dummy variable and sets up multiple correlation equation for hypothetical scheme. After run by SPSS, the author analyzes the result:exam the correlation equation prominence,correlation coefficient prominence and validate the analysis by the model of logit. It analyzes the balance between the marketing's profit and loss and brings forward improvement strategy.Third , the thesis studies how to use the technology of data mining to choose sale promotion strategy. It discusses the basic concept of association rules and the application of multidimensional association rules in real estate corporation: show the relationships between the monthly income, degree, the extent of freedom and the favorable condition when buying house that given by marketer.The last, the thesis analyzes the disadvantage of corporation culture, the organization structure that exist in current real estate corporation. It tries to propose the construction step of corporation culture which is corresponding to database marketing in real estate corporation :the corporation culture diagnosis, the abstraction and design of corporation culture and putting into practice. It also proposes the structure figure of management system which complies the development tend of organization structure...