【作者】 李新；

【导师】 沈厚才；

【作者基本信息】 南京大学 ， 应用统计学（专业学位）， 2013， 硕士

【摘要】 2010年以来,微博在互联网上大行其道，成为发展最快的互联网应用。微博的出现为企业增加了一条新的营销渠道,微博用户数量爆发式增长背后蕴藏的潜在商机被国内外一些企业逐步认识。鉴于聚类分析方法是按照在性质上的亲疏程度以及没有先验知识的情况下自动分类的多元统计方法,所得结论较为客观准确,本文以聚类分析方法为中心,在数据采集和SPSS软件分析等方面下了较大功夫,同时结合微博营销的内涵、特点、形式、实质以及其与传统营销的关系,对微博用户中的VIP用户进行了讨论与识别研究。阐述了如何利用多元统计方法,并结合统计软件识别VIP用户,以及利用VIP用户进行微博营销的策略,为企业进行微博营销提供借鉴意义。更多还原

【Abstract】 Since2010, the micro-blog has become one of the most rapidly developing Internet application.Emergence of microblogging adds a new marketing channel for the enterprise. That the explosive growth of micro-blog users contains the potential business opportunities has been gradually realised by both domestic and foreign enterprises.Given cluster analysis method is based on the nature and degree of closeness in the case without a priori knowledge, a automatic classification of multivariate statistical methods, a more objective and accurate conclusions, the paper use cluster analysis centering on the data acquisition and analysis software SPSS.combined with marketing microblogging content, features, form, substance and its relationship with the traditional marketing of microblogging, discusse and recognize VIP users Explains how to use multivariate statistical methods and how to combine with statistical software to identify VIP users, and the use of VIP users for enterprise in microblogging marketing strategy.更多还原