基于微商的客户行为分析与兴趣挖掘

doi:10.16039/j.cnki.cn22-1249.2018.02.022

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摘要随着微信诞生及微信用户群体的日益扩大，基于微信平台的一种新型购物模式也随之出现，即微
商。其集微信生态移动与社交为一体，可实现商品的社交分享、熟人推荐与朋友圈展示。与传统电商相
比更容易获得合适的用户群和互联大数据。因此，为满足大数据时代微商经销商对海量数据转化成有
用信息的强烈需求，本文基于微信社交平台，以问卷调查形式收集微商用户行为数据，采用 SPSS 统计软
件对数据进行相关分析与聚类分析，从中挖掘出用户的购物兴趣，从而实现微商模式的个性推荐服务。

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	王立霞
	石雨琪

关键词: 微商客户消费行为兴趣挖掘

Abstract: With the birth of WeChat and the increase of its user groups， WeChat business， as a new type of
shopping model took shape． It combines ecological mobility with social activities to achieve the sharing of
goods， acquaintance recommendation and friends circle display．Compared with the traditional e－business，it is
easy for WeChat business to get the right user groups and interconnected data．Therefore， in order to meet the
WeChat sellers’demand for the conversion of massive data into useful information in the big data era， this
paper collects the data about WeChat users’behavior based on this social platform and used SPSS to analyze
the data with the aim of developing the users’shopping interest and realizing the personalized recommendation
service．

Key words: WeChat business customer consumer behavior interest development

出版日期: 2018-02-25 发布日期: 2018-02-25 整期出版日期: 2018-02-25

ZTFLH:

F 279.23

引用本文:

王立霞, 石雨琪. 基于微商的客户行为分析与兴趣挖掘[J]. 吉林化工学院学报, 2018, 35(2): 84-92.
WANG Li-xia, SHI Yu-qi. Customer Behavior Analysis and Customer Interest Development in the Context of WeChat Business. Journal of Jilin Institute of Chemical Technology, 2018, 35(2): 84-92.

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http://jlictxuebao.cn/CN/10.16039/j.cnki.cn22-1249.2018.02.022 或 http://jlictxuebao.cn/CN/Y2018/V35/I2/84

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