关键词: 快速营销, 服装供应链, 决策树算法, 数据挖掘, 外表印象

Abstract: Apparel sellers often do their job based on appearance characteristics of consumers so as to improve their selling efficiency. This paper discussed technology of quick marketing based on apparel impression of consumers’ characteristics from the view of data mining to help sellers find and master marketing rule of appearance impression. Firstly, this paper introduced decision tree algorithm theory. Secondly, it discussed the evaluation index system of consumers’ appearance impression. According to this system, sellers collected data of customers’ appearance and behavior in an apparel shop. Thirdly, a calculation example was demonstrated for this kind of classier model of apparel marketing based on consumers’ appearance. At last, marketing rules were mined out by a datamining tool, decision tree of Clementine. As study results show, this application is feasible.

Key words: quick marketing, apparel supply-chain, decision tree algorithm, data mining, appearance impression