Abstract
The purpose of this paper is to explore the application of K-means cluster analysis in the field of marketing. Firstly, this paper briefly introduces the research background, the research topic, and the significance of the research. K-means is an important algorithm in data mining, so this paper first gives a brief overview of data mining and introduces its main tasks. Then it focuses on explaining the related knowledge of the K-means algorithm, which includes the specific principles, advantages, improvements, and dissimilarity calculation of the K-means algorithm. In the specific combination of marketing, how to use K-means for clustering is described in detail using consumers as an example. Using the literature research method, this paper concludes that K-means cluster analysis is a very useful tool in marketing, which can help companies better understand their markets and customers, and develop more accurate marketing strategies.
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