Application of Data Mining in Sports in the Consumer Market Segmentation

Wei Ping Li; De Qing Quan; Jun Cai

doi:10.4028/www.scientific.net/AMM.631-632.280

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 631-632Application of Data Mining in Sports in the...

Application of Data Mining in Sports in the Consumer Market Segmentation

Abstract:

This paper combines the data mining technology and the rich sports consumption data resources of city household survey. By using the K-Means fast cluster method, sports consumer market models were constructed based on the different variables. Research shows, choosing sports consumption content as variables to establish clustering model is better than choosing the demographic , sports consumption content ,consumer psychology and way of life as variables to establish clustering model. According to the results of clustering, the city residents are divided into four kinds of consumer groups in accordance with the different features of sports consumption.

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Periodical:

Applied Mechanics and Materials (Volumes 631-632)

Pages:

280-283

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.631-632.280

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Online since:

September 2014

Authors:

Wei Ping Li, De Qing Quan, Jun Cai

Keywords:

Clustering, Data Mining (DM), Market Segmentation, Sports Consumption

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