Research On Clothing Consumer Segmentation Under Mobile E-commerce Environment

With the rapid development of mobile Internet,smart mobile phone,tablet computer and other mobile devices become more and more popular,clothing enterprises in order to seize the consumer,seize the e-commerce market share,pay more attention to the development of mobile e-commerce.Mobile e-commerce brings consumers and close contact with hitherto unknown opportunities,how to classify the consumers so as to facilitate garment enterprises effectively to consumers classified management under the background of new era is conceived research students.Based on expert interviews and SWOT analysis of the investigation on the current situation of the case with the electricity supplier brand clothing,consumer segmentation model of a mobile e-commerce environment was built up based on the difference of customer value,and its application in the case of enterprises on the combination of data mining technology and tools,summarizes the characteristics of each consumer is given customer management strategies.At the same time,through the questionnaire survey to understand the differences in the online shopping behavior of the enterprise electricity supplier consumers,the enterprise consumer classification.Main research contents:(1)Analysis of the current situation of the development of electricity supplierIn a preliminary understanding of the actuality of enterprise business,depth interview of enterprise business department manager,the business enterprise development difficulties and advantages,and on the basis of this analysis are given.(2)the establishment of clothing consumer segmentation model in mobile e-commerce environment①The classic combination of users to evaluate the value of RFM(Recency,Frequency,near;frequency;Monetary value)model from the user consumption amount,corporate profits,the three dimensions of consumer behavior to establish evaluation index system of consumer segmentation clothing under mobile environment.②The AHP experts in the related field(AHP)index weight questionnaire,establishing consumer SPC clothing a weighted mobile e-commerce environment(S,P,consumption index;profit index;C index,user segmentation model).③According to the different values of each index in the model,consumers can be divided into 8 categories.(2)The empirical study on the application of apparel consumer segmentation model in J brand electricity supplier①The preliminary analysis of the consumption data of the electricity consumption of the J brand,the paper concludes that the consumption amount,consumption behavior,and the source of consumption.②The data preprocessing(data extraction,data cleaning,data conversion)is used to convert the raw data into the standard data format which can be used for data mining.③Using K-means clustering algorithm combined with IBM SPSS Modeler data mining tools to complete the data mining work after the completion of the pretreatment,the J brand can be effectively divided into 5 categories.④According to the values in the SPC model index of the 5 kinds of the different consumer that each kind of consumer characteristics,and gives the case of the enterprise customer management strategy.(3)Case study on consumer online shopping behavior classificationThrough the literature research and the actual status of the company design of the consumer online shopping behavior questionnaire for the case of enterprise consumer research,using factor analysis the difference through the network of consumer behavior on the classification of the case enterprise consumers,and gives the customer management advice.This paper through the perspective of customer value angle and consumer online shopping behavior,using the method of data mining and questionnaire analysis provides support for effective ideas and methods for the practice of customer management of garment enterprises in mobile environment.