摘要
在当今崇尚个性化的消费时代,企业与顾客间的长期稳定关系越来越难以维持,如何深入理解顾客的购买决策,成为企业营销的重要目标。影响顾客购买决策的因素信息有多种,有的来自商品本身,有的则在于顾客自身。本文参考粗糙集的分类机制,试图找出各影响因素间的联系,以此发现顾客的更多隐私信息,为企业开展关系营销提供更准确的信息。
In the customization consumption era, Enterprises feel difficult to sustain the stabilization relationship with their customers. How to understand the customer＇ s purchase decision in depth, becomes the main aim of enterprises marketing. There are some kinds of factors influencing consumer＇ s purchase, some come from the products, and some come from customers. The paper tries to find the relationship among the influencing factors based on classify mechanism of Rough Set Theory, uses the technique to dig more private information of customers and provide more accuracy information for enterprises relation marketing.
关键词
顾客消费知识表达系统
商品公有属性
商品特有属性
构建
营销
企业
customer consuming-knowledge representation system
public feature of merchandise
private feature of merchandise
