文档介绍：首都经济贸易大学
硕士学位论文
客观聚类在房地产客户细分中的应用及理论研究
姓名:卢赟栋
申请学位级别:硕士
专业:统计学
指导教师:薛鲁华
20090405
首都经济贸易大学硕士学位论文《客观聚类在房地产客户细分中的应用和理论研究》
摘要
客户细分是依据顾客价值的差异性、顾客需求的异质性、企业资源的有效
性对目标市场进行细分和定位。新经济时代已经来临深刻地改变了市场交易规
则,最为突出的变化就是企业的产品导向正在向客户导向转变。房地产企业开
发的产品是区别于普通商品的特殊的商品:属于不动产,大宗商品,非易耗品,
不可能重复性的多次购买,客户与企业长期关系存在。
房地产商品的特殊性决定了传统消费品的客户细分和市场定位方法及流
程是不适用的。同时,传统统计学聚类方法作为细分技术手段也是亟待改进和
创新的。本文就针对客户细分及定位的方法流程和聚类技术创新这两个房地产
客户细分面临的核心问题展开研究。第一,本文提出了更加合理的系统的细分
流程。第二,本文剖析了一般聚类技术的缺陷和不足之处,提出了改进算法。
本文对客观聚类等数据挖掘方法在房地产市场研究领域的运用和理论创新做了
初步的探讨。将以验证模型为分析目的的传统统计学结合于更接近实际商业应
用的商务智能中,特别是对客观聚类等数据挖掘方法在客户细分领域应用的理
论基础和分析方法做一个系统探讨。本文的研究方向将对房地产市场研究技术
特别是客户细分技术的改进与革新有实际推动意义作用。

关键词:客户细分、客观聚类、细分流程、数据挖掘
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首都经济贸易大学硕士学位论文《客观聚类在房地产客户细分中的应用和理论研究》
Abstract

The customer segmentation is based on the customer value difference, the customer
demand non-uniformity, the enterprise resources validity carries on the segmentation
and the localization to the target market. The new economical time already
approached,which changed the market transaction rule profoundly, one of the most
prominent change is enterprise's product guidance transformate to the customer
guidance. The real estate product is modity which distinguishes between
the modity: Belongs to the real estate, the modity,
non-expendable items, impossible duplicated multiple purchase, customer and
enterprise long-term relations existence.

The real modity's particularity had decided the traditional consumable's
market segmentation and the market localization method and the flow are not
suitable. At the same time, the traditional statistics cluster method is also need to
improve and innovation urgently. This article aims at the core question which these
two real estate market segmentation faces to launch the research. Firstly, this article
proposed the more reasonable system's segmentation flow. Secondly, this article
analyzed the general cluster technology flaw and does not do proposed the
improvement