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消费者行为分析已经成为航空公司开拓市场、制定营销策略前的重要准备工作之一。本文通过消费者行为聚类分析和建模分析,研究消费者流失行为。研究发现:平均票价一定,消费者流失概率与其折扣率成反向趋势;折扣率一定,消费者流失概率预期平均票价成正向趋势;消费者乘机间隔越大,其流失的比例就越大;消费者活跃程度不是会员流失的标准;消费者市场的不成熟,在各个组别中都会有消费者流失行为,此种行为很可能取决于其他航空公司的市场竞争。
Consumer behavior analysis has become an important preparatory work for airlines to develop new markets and formulate marketing strategies. This paper studies consumer loss behavior through consumer behavior clustering analysis and modeling analysis. The result shows that the average fare is constant and the probability of consumer loss is a reverse trend with the discount rate. The discount rate is certain, and the probability of consumer loss is expected to be a positive trend. The larger the interval between consumers, the greater the loss will be ; The degree of consumer activity is not a criterion for loss of membership; the immature consumer market, with consumer churn in all groups, is likely to depend on market competition from other airlines.