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Cluster Computing

, Volume 22, Supplement 2, pp 4949–4955 | Cite as

Quantitative standard of promotion strategy and analysis on the influence of consumer purchase behavior

  • Tiantian TangEmail author
  • Pei Hu
Article
  • 366 Downloads

Abstract

Promotion is one important triggering factor to make consumer purchase commodities. Especially in the age of fierce competition, in order to increase sales, manufacturer should utilize various methods of promotion to make more consumers consume products for more benefits. Function of gift promotion as strategy of manufacturers attracting consumers on enterprises and classification for its promotion tools were analyzed from the perspectives of consumer psychology and consumer behavior in this paper, and one kind of analysis method for quantitative criteria of promotion strategy based on convolution nerve network and its influence on consumer’s purchase behavior was proposed. Depth convolution network with 8 layers was utilized, and improvement for algorithm performance was realized combined with dropout weight attenuation method. Finally, combined with empirical analysis result, useful suggestions were proposed for operation of gift promotion.

Keywords

Promotion strategy Consumer Purchase behavior Quantitative criteria Convolution nerve network 

Notes

Acknowledgements

Major Projects of National Natural Science Foundation of China under Grant No. 71090402: Research on the Behaviors of the Participants of Service and Service Strategy under the Network Environment. Major Projects of National Natural Science Foundation of China under Grant No. 71490722: Research on the Customer Insight and Marketing Strategy under the Environment of Big Data. Finally, we gratefully acknowledge the anonymous reviewers for their insightful and constructive reviews.

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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  1. 1.School of Economics and ManagementSouthwest Jiaotong UniversityChengduChina

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