The Project Design On Network Marketing Strategy Of J Company Health-Care Food Based On Cluster Analysis

With the development of China's Internet technology,the traditional marketing mode gradually turns to digitization and informatization,and network marketing has become an important way for many traditional sales enterprises to transform and popularize.In the implementation process of network marketing,although many enterprises can apply certain network methods and tools to achieve the marketing objectives of network projects,they also have many shortcomings.The network promotion is extensive but not refined,the customer type is not refined and so on,the reason leads to the network marketing effect is not good.For enterprises carrying out network marketing,information technology can make their customer information,transaction information and other important materials be used again.Through data mining,enterprises can master more accurate market dynamics and customer preferences,so that enterprises can organize accurate network marketing project plans.This paper takes Shenyang J company as the actual case,aiming at the practical problems in the network marketing of health-care food,Euclidean distance square in the clustering analysis model is set up,the choice of SPSS data analysis software R type hierarchy clustering analysis method,with its part of trade data and customer information performing cluster analysis,according to the results of cluster analysis,the company's customers were divided into five types,including potential customers,developing customers,maintained customers,VIP customers,eliminated customers.Based on the analysis of the characteristics of different customer types,this paper designs the differentiation strategy of Shenyang J company's online marketing of health products.Then,the implementation method of each type of customer marketing strategy is formulated in detail,with VIP customers implementing personalized network services,maintained customers implementing product network promotion,developing customers implementing interactive marketing,eliminated customers implementing customer network retention,potential customers implementing SEO and SEM promotion.Finally,evaluation methods for the implementation of the five strategies,including the overall implementation evaluation and difference evaluation of customer segmentation.