Research On Precise Advertising Based On User Behavior

With the China joining WTO and economic globalization,Chinese insurance market is constantly opening.Foreign insurance company join in the Chinese market,the competition in the insurance industry is becoming increasingly fierce,the market environment is becoming increasingly complex.The customer is the focus that all insurance companies compete for.How to attract,retain more customers,and improve customer's loyalty,which is the cornerstone of enterprise development.In order to win customers and gain competitive advantage,many insurance companies that compete for customers in the market also must reduce the market cost.Therefore,It has become the key in the market competition that identify potential customers and choose effective market tool for precision market.Regardless of academic research or commercial applications,accurate advertising based on user behavior is a hot topic.We only use accurate advertising based on user behavior,in order to precisely reflect the user's interest,to provide users with accurate and personalized service.A great deal of analysis of user behavior also is a protection which various insurance companies develop marketing strategies and provide the limited resources available to the corresponding user.This paper is based on the above background,the theoretical research and practical application of the combination.Ping An Insurance to Internet advertising precise prototype system as the basis,to expand research in the following aspects:1.The summary describes the Internet accurate advertising theory,and discusses the definition of user behavior analysis.The paper pointed out the need that must use data mining techniques to carry out precision advertising,and present lack of precision advertising.The paper also introduces the latest precision advertising platform to user data collection and use.2.The paper makes analysis and introducation for data mining and accurate advertising and marketing related theories,particularly points out its concept,the main method and implementation steps.The paper also focuses on Bayesian algorithms and fuzzy matching algorithm research to provide a theoretical basis for Ping An Insurance precision advertising prototype system.3.The paper Analyze precision advertising problems of Ping An Insurance Company.For these problems,Ping An Insurance Company imples Bayesian classifier based on accurate advertising delivery.The paper specifically introduces Bayesian classification of Ping An Insurance Company to classify user behavior and identify user behavior,then fuzzy matching algorithm to match with the ad,which is the theoretical basis of Ping An Insurance prototype system accurate advertising.4.The example demonstrates precision advertising prototype system of Ping An Insurance,mainly for Internet users conduct the collection and classification,and interest mining the user's preference,and ad matching.On the one hand,experiments use the prototype system to predict the user's interests,and prove accurate advertising.The other is the limited resources available to the enterprise valuable users.Experimental results show that the accuracy of advertising than traditional delivery has been greatly improved,and achieve the desired results.This also shows that accurate advertising of Pingan Insurance Company based on user behavior can enhance core competitiveness and will play an important role in Ping An Insurance Company of marketing.