Customer Segmentation And Precision Marketing Based On Auto Forum Data

With the development of the theory of Customer Relationship Management,each filed is committed to the optimization of the management of customer resource,the automotive industry is no exception.Understanding the structure of customers in the market and using effective marketing resources on the cutting edge can not only help automotive dealers to gain competitive advantages,but also forecast sales and inventory on the basis of accurately grasping opportunities and threats in the market,so as to realize the optimization from customer management to product management.As a social network with automobile theme,automobile forum has gathered a large number of users who are interested in automobile.With the rapid growth of users,a large number of data have accumulated,including not only the experiences shared by the users who have purchased a car,but also the information consultation on the automobile products published by the users who have not purchased a car.The content posted by users shows whether the user has purchased a car.Thus,it reflects the different needs of car purchase.This provides a new idea for dealers in customer segmentation and precision marketing management: distinguish forum users with different "customer value" to dealers through the mining of forum data,and propose different marketing strategies according to the characteristics of different users to improve the ability of marketing service of dealers.In order to better manage users and predict users’ behavior,there are many literatures on the classification of users in social networks.However,there are few researches on customer segmentation based on the forum data characteristics and automobile product characteristics for dealers’ precision marketing.In view of the needs of the real background and the shortcomings of the existing research,the specific research contents of this paper are as follows:(1)Identification of Potential Buyers.Based on the in-depth mining of the characteristics of structures,data and users in automobile forum,this paper analyzes the relationship between whether the user has bought a car and whether the user needs to buy a car,as well as the relationship between the user’s posting contents and whether the user has bought a car.Then,an algorithm is proposed based on the classification of user’s postings in order to identify potential buyers with value to dealers from all forum users.(2)Segmentation of Potential Buyers.In order to fully understand the characteristics of different users in social forums and provide better marketing services,we need to further segment potential buyers.Therefore,this paper analyzes the activity,attention,and satisfaction of potential buyers in a social forum,and proposes the user’s potential value model RFS.Then,the clustering algorithm based on user similarity is used to divide the potential buyers into different groups.(3)Implementation of Precision Marketing.First,the effectiveness of the abovementioned methods of identification and segmentation of potential buyers is verified by the data of automobile forum.Then,according to the results of the segmentation of potential buyers in the case study,the characteristics of different potential buyers are analyzed,and the targeted marketing strategies are proposed,so as to achieve precise marketing research based on the customer segmentation using the data of automobile forum.The research on customer segmentation and precision marketing based on automobile forum data has played a positive role in improving the service ability of automobile dealers.It is not only of great significance for dealers to manage customer resources more efficiently,carry out marketing more accurately and cheaply,but also of great reference value for such research using social forum data in the future.