使用集成QR码和POI数据进行消费者扫描行为的时空空间分析
Qin Ren1, Xin Xia1, Cheng Wang1
1China Tobacco Zhejiang Industrial Co., Ltd., Hangzhou, 310008, China.
Scientific reports
|November 27, 2025
概括
分析QR码扫描和位置数据揭示了不同时间和地点的各种消费者行为. 这种整合为营销和政策决策提供了宝贵的见解.
科学领域:
- 数字分析数字分析 数字分析
- 消费者行为分析 消费者行为分析
- 地理信息系统 地理信息系统
背景情况:
- 数字分析和兴趣点 (POI) 数据集成提供细粒度的消费者行为洞察力.
- 在数字时代,了解消费者互动模式至关重要.
研究的目的:
- 分析QR码扫描数据与POI信息相结合,以了解消费者行为模式.
- 为了揭示不同时期和不同场所类型的消费行为中的异质性.
主要方法:
- 分析了2023年来自25个产品品牌的134,000多个QR码扫描记录.
- 时间使用数据与空间POI分类的整合.
- 主要组件分析 (PCA) 和基于时间段的K-Means集群的应用.
主要成果:
- 在各种时间段和场所类型 (住宅,餐饮,夜生活) 中观察到大量的消费行为异质性.
- 视觉热图和品牌集群突出了产品细分和用户环境之间的动态相互作用.
- 将行为数据与地理分析相结合,以实现精细的决策的证明价值.
结论:
- 整合QR码扫描数据和POI信息,可以深入了解消费者行为.
- 研究结果支持基于数据的优化营销策略,分销规划和政策制定.
- 这种方法使商业和公共部门能够进行更精细,更具体的场景决策.
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