第1 章 绪论········································1__eol__1.1 营销数据分析的相关概念··············2__eol__1.1.1 数据分析与数据挖掘···········2__eol__1.1.2 营销数据与数据营销···········3__eol__1.2 营销数据分析的应用领域··············3__eol__1.3 营销数据分析的方法····················5__eol__1.3.1 基本方法··························5__eol__1.3.2 高级方法··························6__eol__1.4 营销数据分析的流程····················7__eol__1.5 营销数据分析的影响····················9__eol__本章小结······································· 11__eol__实训目的······································· 11__eol__思考与练习···································· 11__eol__参考资料······································· 12__eol__第2 章 基于聚类算法的价格带分析··· 13__eol__2.1 问题的提出······························ 14__eol__2.1.1 价格带分析····················· 14__eol__2.1.2 问题设计························ 14__eol__2.1.3 问题解决思路·················· 15__eol__2.2 聚类算法································· 15__eol__2.2.1 聚类算法简介·················· 15__eol__2.2.2 K 均值算法原理··············· 16__eol__2.2.3 聚类算法的分类··············· 17__eol__2.2.4 聚类算法的应用··············· 18__eol__2.3 价格带分析案例························ 18__eol__本章小结······································· 24__eol__实训目的······································· 25__eol__思考与练习···································· 25__eol__参考资料······································· 25__eol__第3 章 用户画像分析························ 27__eol__3.1 问题的提出······························ 28__eol__3.1.1 用户画像························ 28__eol__3.1.2 问题设计························ 30__eol__3.1.3 问题解决思路·················· 30__eol__3.2 用户画像构建过程····················· 31__eol__3.2.1 明确营销需求·················· 31__eol__3.2.2 确定用户画像的维度和度量__eol__指标······························ 32__eol__3.3 用户画像案例··························· 35__eol__本章小结······································· 46__eol__实训目的······································· 47__eol__思考与练习···································· 47__eol__参考资料······································· 47__eol__第4 章 基于ARIMA 模型的产品生命__eol__周期预测······························· 48__eol__4.1 问题的提出······························ 49__eol__4.1.1 产品生命周期理论············ 49__eol__4.1.2 问题设计························ 49__eol__4.1.3 问题解决思路·················· 50__eol__4.2 时间序列法与ARIMA 模型·········· 50__eol__4.2.1 时间序列法····················· 50__eol__4.2.2 ARIMA 模型··················· 51__eol__4.3 产品生命周期预测案例··············· 52__eol__本章小结······································· 62__eol__实训目的······································· 64__eol__思考与练习···································· 64__eol__参考资料······································· 65__eol__第5 章 基于关联规则的购物篮分析··· 66__eol__5.1 问题的提出······························ 67__eol__5.1.1 购物篮分析····················· 67__eol__5.1.2 问题设计························ 67__eol__5.1.3 问题解决思路·················· 68__eol__5.2 关联分析································· 68__eol__5.2.1 关联分析步骤与关联强度··· 68__eol__5.2.2 关联分析的核心算法········· 69__eol__5.2.3 关联分析在营销中的应用··· 71__eol__5.3 购物篮分析案例························ 71__eol__本章小结······································· 79__eol__实训目的······································· 80__eol__思考与练习···································· 80__eol__参考资料······································· 80__eol__第6 章 基于文本挖掘的消费者情感__eol__分析····································· 81__eol__6.1 问题的提出······························ 82__eol__6.1.1 商品评价中的情感············ 82__eol__6.1.2 问题设计························ 82__eol__6.1.3 问题解决思路·················· 82__eol__6.2 文本分析法······························ 83__eol__6.2.1 文本分析原理·················· 83__eol__6.2.2 文本数据的分析类型与一般__eol__流程······························ 84__eol__6.2.3 文本情感分析的三种方法··· 84__eol__6.3 消费者情感分析案例·················· 85__eol__本章小结······································· 94__eol__实训目的······································· 96__eol__思考与练习···································· 96__eol__参考资料······································· 96__eol__第7 章 基于PSM 的定价策略··········· 97__eol__7.1 问题的提出······························ 98__eol__7.1.1 定价······························ 98__eol__7.1.2 问题设计························ 98__eol__7.1.3 问题解决思