원문정보
초록
영어
Demands of cosmetics are affected not only by the well-known elements such as brand, price, and customer's consumption capacity, but also by some latent factors, for example, weather and air environment. Due to complexity and dynamic changes of the above factors, their influences can hardly be estimated in an accurate way by the traditional approaches such as survey and questionnaires. Through modeling and statistical analysis of big data, this article studied the impacts of weather condition and air quality on customer flow and sales of the cosmetics distributors in China, and found several hidden influencing factors. It provided a big-data based method for the analysis of unconventional factors on cosmetics marketing in the changing weather condition and air environment.
목차
1. Introduction
2. Impacts of Weather Condition and Air Quality
2.1 Characteristics of China’s Cosmetics Customers
2.2 Influencing Variables of Weather Condition and Air Quality
3. Modeling and Statistical Analysis of Weather Condition and Air Quality
3.1 The Relationship Between Humidity and Customer Flow
3.2 The Relationship Between AQI and Customer Flow
4. Hidden Influencing Factors through Big Data Analysis
4.1 Dimension Reduction Process
4.2 Rotated Component Matrix
4.3 Multiple Linear Regression
5. Summary and Discussion
References