基于客户购买心理分析的汽车网络销售策略  

Automobile Network Sales Strategy Based on Customer Purchase Psychology Analysis

作　　者：谢哲伟 Xie Zhe-wei(Fujian Chuanzheng Communications College,Fujian Fuzhou 350007)

机构地区：[1]福建船政交通职业学院,福建福州350007

出　　处：《内燃机与配件》2023年第22期111-115,共5页Internal Combustion Engine & Parts

摘　　要：目前汽车销售市场竞争激烈,研究基于客户购买心理分析的汽车网络销售策略,合理制定汽车网络销售策略,有利于提升汽车销售业绩。本文结合目前国内消费心理现状,提出客户购买汽车时的八种典型购买心理,并将客户购买心理融入销售策略的制定中,即通过分析客户购买心理和汽车属性之间的关系,利用信念网络创建客户购买心理网络模型,并通过K2结构算法训练该模型,然后将经过离散化操作的汽车属性作为输入项输入至训练好的客户购买心理信念网络模型中,得到客户购买心理类型概率,构建客户购买心理类别概率表,借助该概率表制定出有效的汽车网络销售策略。Research automobile online sales strategies based on customer purchasing psychology analysis,develop reasonable automobile online sales strategies,and improve automobile sales performance.Based on the current situation of domestic consumer psychology,eight typical purchasing psychology of customers when purchasing cars are proposed,and customer purchasing psychology is integrated into the formulation of sales strategies.By analyzing the relationship between customer purchasing psychology and car attributes,a belief network model of customer purchasing psychology is created,and the model is trained using K2 structural algorithm,Then,the car attributes that have undergone discretization operation are input into the trained customer purchase psychological belief network model as input items,and the probability of customer purchase psychological type is obtained.A probability table of customer purchase psychological type is constructed,with which an effective online car sales strategy is formulated.

关 键 词：购买心理 网络销售 就业状况 销售策略 K2结构算法 心理类别概率 

分 类 号：TD324[矿业工程—矿井建设]