An Empirical Study On The Application Of Scoring System In The Precision Marketing Of Cosmetics Industry

In recent years,under the background of the national economic good development in our country and people's living standards continue to improve in our country,cosmetics consumer demand presents the characteristics of personalized,differentiated,diversification.the traditional way of mass marketing,because of its disadvantages such as high cost of advertising and inefficiency,lose in the process of looking for the target audience,Based on network information technology of precision marketing,the enterprise provides a new effective implementation way for brand competitiveness.it has become the extremely important management technology in practical operation to realize the value of the customers and identify potential customers,based on the advanced data mining analysis tools,precision marketing is the science of enterprise customer relationship management.This paper presents a new practical recommended scoring system,combined with customer purchasing behavior and the analysis of association rules such as cosmetics brand L.Combined with real datas of the brand L in the first half of 2016 trading data,using SQL server,R and tableau software for data processing,integration,analysis and visualization.Rountineen selected from the system as the research object of the subcategory,there are twenty categories,through the analysis of the association rules,parameter settings that the confidence level of 0.1,support for 0.05,the final result have got 90 association rules.Through SQL server and tableau software,there is a purchasing behavior analysis of 95179 VIP customers,then scoring.Finally,through the third quarter of 2016 with these customers VIP customer purchasing behavior,and found that 70% of customers in the next purchase system recommended by the subcategory.Using the recommended scoring system to promote enterprise improve customer relationship,cultivate customer loyalty and increase sales.The system has strong practicability and popularization,hopes to provide new method and the accuracy of retail marketing development train of thought.