Research On Marketing Strategy In Direct Selling Enterprise Based On Data Mining

According to WTO agreements, China spend up the process of reform and opening at direct selling industry after we have joined WTO organization. The limitation of foreign capital engaged in no-fixed place wholesale and retails will be removed gradually. Facing international direct selling enterprise's strong competition, How to make a good industry competition strategy, form own core competitiveness becomes a large question waits for solving. However the competition between those direct selling industry enterprises is usually equal to marketing sale strategy. Who can attract more consumers by the marketing strategy, who will be the victor of competition. Therefore, how to form the characteristic marketing strategy is the important thing which the direct sale industry enterprise faces.Under the background of our country direct selling industry legislation and opening to all enterprises gradually, the paper carry out the analysis and research on how to form the direct selling industry enterprise's marketing strategy, taking the enterprise database as the foundation, taking the data mining technology as the method. Firstly, the paper analyze our country's direct selling industry enterprise's present competition situation and the environment thoroughly, by using the PORTER module. Confirming the necessity on country direct selling industry enterprise developing the database marketing. Providing the basis for the direct selling industry enterprise marketing strategy research with the data mining technology. Then, the paper take the data mining technology as a tool, propose the direct selling industry enterprise marketing decision model, and utilize this model to carry on the quantitative analysis to the Amway company's sales data. During the process of analysis, Access 2003 and Weka data mining softwares are used to find out some association rules of goods bought by customers, Finally, the paper make the analyse and assessment of the association rules, then , discuss some designs of direct selling industry enterprise marketing strategy based on data mining.The largest contribution of this paper lies in innovatively proposing marketing decision-making interaction circulation mechanism based on the data mining technology. Constructing the direct selling industry enterprise marketing decision model, and make the analyse of the customer shopping data by the model, The paper also connect the customer shopping association rules with some marketing theories to carry on the marketing strategy analysis. Taking a good use of data mining technology in the commodity category segmentation and products combination marketing, The achievements of the paper have the feasibility and certain promoted significance to the direct selling industry enterprises.