CAJ | 학술논문

直接销售是一种新的营销手段,企业利用直接销售需要解决的主要问题是如何准确找出潜在的客户从而避免低效而又浪费资源的随机式直接销售.通过将EM聚类分析和神经网络两种数据挖掘技术相结合,利用EM聚类进行销售数据预处理,进而再利用神经网络进行预测分类,得到客户购买行为预测结果,从而为企业实施产品的直接销售提供决策支持,提高直接销售的准确性和针对性.
직접소수시일충신적영소수단,기업이용직접소수수요해결적주요문제시여하준학조출잠재적객호종이피면저효이우낭비자원적수궤식직접소수.통과장EM취류분석화신경망락량충수거알굴기술상결합,이용EM취류진행소수수거예처리,진이재이용신경망락진행예측분류,득도객호구매행위예측결과,종이위기업실시산품적직접소수제공결책지지,제고직접소수적준학성화침대성.
Direct marketing is a new kind of marketing. The main problem when enterprise use it is that how to accurately find out the potential customers to avoid inefficient and waste of resources of random direct sales. On the base of combination of EM clustering and neural network, this paper uses EM clustering to preprocess the sales data and takes advantage of neural network to forecast classification, the good customer purchasing behavior prediction results were obtained, which could provide decision support for enterprise to implement direct marketing, and improve the accuracy and pertinence of direct sales.