基于客户聚类的成品油客户精准营销研究与应用  

Research and Application of Precision Marketing Targeting Refined Oil Customers Based on K-Means

作　　者：张曦[1] 隋毅 郝晶 倪杰清 Zhang Xi;Sui Yi;Hao Jing;Ni Jieqing

机构地区：[1]中国石油天然气股份有限公司规划总院,北京市100083

出　　处：《石油规划设计》2020年第6期35-39,62,共6页Petroleum Planning & Engineering

摘　　要：从大数据分析角度,建立了成品油零售客户数据驱动精准营销框架,重点论述了如何基于数据特点和业务实际建立成品油零售客户画像,并详细阐述了基于K-Means算法进行客户聚类时的关键技术点。最后,通过实际案例阐述了数据驱动精准营销框架及本文所论述客户聚类模型的应用效果。This paper introduced a data-driven precision marketing framework targeting refined oil retail customers in accordance with big data analytics.The framework focused on how to establish refined oil retail customer profiles as per data characteristics and business practices,and elaborated the key technical points of customer clustering based on K-means algorithm.The paper also discussed the application effect of customer clustering model through multiple practical use cases.

关 键 词：成品油零售 客户聚类 K-MEANS 精准营销 

分 类 号：F274[经济管理—企业管理] F407.22[经济管理—国民经济]