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随着移动互联网技术的飞速发展,社交网络服务(SNS)纷纷推出了智能移动设备的客户端,国内最有代表性的当属腾讯微信和新浪微博。二者具有一定的可替代性,同时也为用户提供差异化的价值,因此不同的用户对二者有着特定的偏好。以移动社交网络顾客价值作为分类变量,利用数据挖掘技术构建用户偏好分类模型,研究用户对新浪微博和腾讯微信的偏好与其感知的顾客价值之间的关系,有九大规则可循。
With the rapid development of mobile Internet technology, social network services (SNS) have launched smart mobile device client, the most representative of China are the WeChat Tencent and Sina microblogging. Both have a certain degree of substitutability, but also provide users with the value of differentiation, so different users have a specific preference for both. Taking customer value of mobile social network as a categorical variable and data mining technology to build a user preference classification model to study the relationship between users’ preference of Sina Weibo and Tencent WeChat and their perceived customer value, there are nine rules to follow.