国内移动端互联网经济与用户的消费档次分析

Domestic Mobile Internet Economy and Consumer Grade Analysis

摘要: 本文通过数据收集与分析，了解社交通讯类、网上购物类、生活休闲类、影音播放类、电子游戏类APP的移动互联网经济收益，并以淘宝商家为例，通过大数据分析，进行性别、年龄区段、城市等级、购物深度对消费档次影响的研究。发现淘宝商家的顾客不论男女消费档次都集中于中档消费，并且这些中档消费者中以使用频次高的深度用户占比最多。一、二、三、四线城市用户的消费档次主要都集中于中档消费。随着城市等级降低，用户低档消费的比例增高，而中、高档消费的比例均降低。最后以消费档次为因变量，性别、年龄段、购物深度、大学生身分和城市等级为变量，建立多项逻辑回归模型，以预测用户的消费档次，进行客户管理。

Abstract: In this paper, we explore the mobile internet economic benefits conclude that social communication, online shopping, life and leisure, video playback and video game apps through data collection and analysis, and then takes enterprises on Taobao as an example to study the impact of gender, age group, city level and shopping level on consumption grades through big data analysis. It is found that the customers of enterprises on Taobao, both men and women, focus on middle-grade consumption, and the shopping high-level with high frequency of use for a large proportion in this mid-dle-grade consumption group. No matter what city level, consumers are mainly concentrated in middle-grade consumption. With the reduction of city level, the proportion of low-grade consumption increases, while the proportion of middle-grade and high-grade consumption decreases. Finally, taking the consumption grade as the dependent variable and gender, age group, shopping level, university student status and city grade as the variables, a multiple logistic regression model is established to predict the consumption grade of users and carry out customer management.