超级市场会员群体消费行为的数据分析与探索研究

随着我国经济增长逐步放缓、经营成本不断提升以及网络零售业态的强势崛起，实体零售业态的发展面临着巨大的挑战。面对互联网和传统POS 机产生的海量消费者数据，实体零售企业究竟该如何去粗取精，发现隐藏在其中的规律，以更好地洞察消费者的购买心理，改善与会员顾客的关系，更有针对性地进行产品营销，就成为一个非常紧迫而重要的问题。鉴于此，本研究以台湾某超级市场的会员数据和交易数据为研究对象，运用数据挖掘的方法深入探寻超级市场会员群体的显著特征和消费行为的潜在规律，进一步提出相关建设性意见，以更好地提升该超市的会员管理和营业收入水平。在此基础上，本研究还将尝试结合市场营销学和消费心理学等理论对数据分析结果进行更深入的阐释，将个案的研究结果上升为更具普遍意义的规律，更好地推进新媒体时代下超市客户关系管理和产品营销的研究和实践。

關鍵字

零售超市；會員消費；客戶關係管理；產品營銷；消費心理；數據挖掘分析

並列摘要

With the gradual slowdown in China's economic growth, rising operating costs and the strong rise of online retail formats, the development of the physical retail industry is facing enormous challenges. The face of the Internet and the traditional POS machine generated mass consumer data, physical retail enterprises how to rough to find the hidden in which the law to better understand the consumer's purchase psychology, improve the relationship with the customer's customers, more targeted To carry out product marketing, it becomes a very urgent and important issue. In view of this, this study takes the member data and transaction data of a supermarket in Taiwan as the research object, uses the method of data mining to explore the obvious characteristics of the supermarket members and the potential laws of the consumer behavior, and further puts forward the relevant constructive opinions So as to enhance the level of the management and operating income of the supermarket members. On this basis, this study will also try to combine the marketing and consumer psychology theory to analyze the results of the data more in-depth interpretation of the case study results will be more general law, to better promote the new media Research and Practice of Customer Relationship Management and Product Marketing under Supermarket.