基于热力图的卷烟市场数据可视分析系统  

Visual analysis system of cigarette marketing data based on thermodynamic diagram

作　　者：邓超[1,2] 宋金伟[3] 孙瑞志[1,4] 郭晓惠[2] 史银雪[1] 袁钢[1] 孙忱[2] 邓雪峰[1] 陆瑛[2] 

机构地区：[1]中国农业大学信息与电气工程学院,北京市海淀区清华东路17号100083 [2]广西中烟工业有限责任公司信息中心,南宁市北湖南路28号530001 [3]中国科学院国家空间科学中心 [4]农业部农业信息获取技术重点实验室,北京市海淀区清华东路17号100083

出　　处：《烟草科技》2016年第12期91-97,共7页Tobacco Science & Technology

基　　金：国家科技支撑计划课题"基层公共文化服务数字技术应用与示范项目"(2015BAK04B00)

摘　　要：为解决卷烟工业企业市场营销数据量大、分析效率低等问题,设计了一种基于热力图的市场数据可视分析系统(Visual analysis system of marketing data,VASMD)。VASMD采用三层分布式数据处理架构,包括数据采集层、数据预处理层、可视分析层;采用k-means、DBSCAN等数据挖掘算法建立数据分析模型,并基于百度地图设计了交互式可视分析图及多种辅助分析工具。以广西中烟公司生产的"真龙"牌卷烟为例,对其市场营销数据进行采集、筛选、预处理和可视分析。结果表明:1主要城市的销售热点发展对周边县份、乡镇的热点形成有较强的引导作用;2热点主要沿交通主干网络分布和传播;3经济交往频繁、语言文化相近的不同区域之间热点形成及传播具有相互牵引作用。可见,以热力图形式对卷烟市场数据中地理与时序信息进行可视分析,可以形象地展现消费者群体的地理分布状态和组织结构,探索数据中隐含的市场发展模式及规律,有效提高企业精准营销水平。As a solution to the massive marketing data and unsatisfactory analysis efficiency, a visual analysis system of marketing data （VASMD） for cigarette enterprises was developed based on thermodynamic diagram. VASMD adopted a triple-layer distributed data processing architecture, including data collecting layer, data preprocessing layer, and visual analysis layer. Data analysis models were built by using k-means and DBSCAN data mining algorithms, an interactive visual analysis diagram and several auxiliary analysis tools were developed based on Baidu map. In the case studies, two marketing data sets of cigarette brand ＂Zhenlong＂ produced by China Tobacco Guangxi Industrial Limited Corporation were used for screening, preprocessing and visual analysis. The results showed that： 1） The development of sale hot spots in main cities had strong guiding effects on the hot spot formation of their neighboring counties, towns and villages. 2） The hot spots distributed and spread mostly along the major and trunk traffic networks. 3） There existed mutual traction effects between those regions with frequent economic contacts and similar language and culture in the formation and spreading of hot spots. In conclusion, a VASMD in the form of thermodynamic diagram can figuratively demonstrate the geographic distribution and structure of cigarette consumer groups, reveal the market development patterns and rules implied by the data, and promote the level of precise marketing of enterprises effectively.

关 键 词：卷烟 市场销售 热力图 可视分析 K-MEANS聚类算法 

分 类 号：TS4-06[农业科学—烟草工业]