Clustering Analysis Based On K-means Algorithm Of Real Estate Customer Segmentation Research

Enterprise by the product centered management idea,gradually shift to "take the customer as the center,as far as possible to meet customer needs" of the enterprise management concept,industry competition is increasingly intensified,enterprises have realized that the customer is the root of scarce capital and profit,loyal clients is important capital enterprise hard to replace.Therefore,customer segmentation is an indispensable step of real estate enterprise management,at the same time,with the development of the cluster analysis technology,in the field of commerce,clustering technology can assist managers to analyze customer consumption data validity,the consumption pattern of consumers through the help of clustering,to generalize effectively distinguish between consumer groups,make valuable decisions.Therefore,this article research goal is to establish the real estate customer segmentation model,using the cluster analysis technology on the analysis of real estate customer data effectively,to distinguish the customer to specific categories of customer relationship management(CRM).This thesis more than in the real estate customer data information and complex background,the real estate customer as the research object,combined with related theory,constructs the index system of real estate customer segmentation,and the real estate customer segmentation model was established,the real estate customer current value,potential value and loyalty three aspects are analyzed,combining with clustering analysis technology partition clustering K-means algorithm,according to the result of segmentation analysis customer base,and put forward reasonable Suggestions to real estate developers.This thesis has been clear about the principles and steps of the construction of customer segmentation index,this paper expounds the theory of customer segmentation and clustering analysis theory,analyzes the real estate customer segmentation index,the special industry to build the index system of real estate customer segmentation as well as the real estate customer segmentation model is set up.Among them,the index system of customer segmentation,through qualitative and quantitative analysis to select the factors affecting the index variable,the index system includes three first-level indicators,6 secondary indexesand 14 tertiary indicators,and designed a questionnaire,using the questionnaire star,provided technical support,will obtain the effective questionnaire data in SPSS software,combining with clustering analysis theory for data preprocessing before,to eliminate the noise and redundancy of information,customer k-means clustering analysis,then compared the original data for the category division,distinguish between the characteristics of each category customers,according to the classification results,the enterprise management strategy.