基于决策树模型的电动汽车目标客户销售策略

Targeted Customer Selling Strategy for Electric Vehicles Based on Decision Tree Modeling

摘要: 针对消费者对于购买新能源汽车的意愿存在很大的不确定性的问题，基于顾客满意度以及个人特征信息为影响的主要因素进行分析，采用决策树模型对顾客的购买意愿进行研究。通过案例分析，得出影响各品牌顾客购买意愿的主要因素，即对于品牌1和品牌3，影响顾客购买意愿的主要因素为电动汽车的质量和驾驶感受，而对于品牌2，主要影响因素为经济问题。并由Kano模型满意度对各品牌营销给出了营销建议。

Abstract: There is great uncertainty about consumers’ willingness to buy new energy vehicles. Based on customer satisfaction and personal characteristics as the main factors of the analysis. The decision tree model is used to study the purchase intention of customers. Through case analysis, we identify the main factors that affect customers’ purchasing intentions for various brands. For brands 1 and 3, the main factors affecting customer purchase intention are the quality and driving experience of electric vehicles, while for brand 2, the main influencing factor is economic issues. And the satisfaction of the Kano model was used to provide marketing recommendations for each brand’s marketing.