关联规则在某超市营销中的应用研究
发布时间：2018-11-05 19:52
【摘要】：现在大量信息已成为社会的主要特征,然而如何在海量数据中发现有用的信息是人们面对的一个重要课题。数据挖掘就是在大型数据库中自动发现有用信息的过程,数据挖掘中关联分析的Apriori算法最早被应用于超市营销中,随后超市的大量信息资源一直伴随着数据挖掘技术的发展而不断使用。但是我国超市零售业并没有对顾客的大量信息开展有效的研究,也不能很好地利用数据挖掘方法对超市的决策提供有价值的帮助。本文收集到某家超市的实际交易数据,并针对关联分析在超市营销决策中的应用展开研究。 本文首先介绍了数据挖掘的相关理论、SQL的基础知识、IBM SPSS Modeler关联分析的理论,然后在理论研究的基础上应用SQL对数据进行预处理和基本的描述分析,来了解该超市总体的销售情况。其次利用预处理得到的数据集,应用专业的数据挖掘软件IBM SPSS Modeler,对超市中的商品购买进行关联分析。 在商品购买的关联分析中,本文首先研究商品品类之间的关联规则分析,并且利用各类商品交叉销售所产生的利润来评价关联规则价值,解决了传统的支持度和置信度可能在统计学上得出非常令人满意的结论,却忽略了企业更加注重商品利润这一问题,进而来研究各类商品的货架摆放问题。然后再对各商品进行关联分析,进行了优化商品布局、设计促销方案和快速商品推荐业务的应用。本文提供的方法具有一定的合理性和优越性,在实际的超市营销中具有一定的推广价值。
[Abstract]:Nowadays, a large amount of information has become the main feature of the society. However, how to find useful information in the massive data is an important issue that people face. Data mining is the process of discovering useful information automatically in large databases. The Apriori algorithm of association analysis in data mining is first applied in supermarket marketing. Subsequently, a large number of information resources in supermarkets have been continuously used with the development of data mining technology. However, the retail business of supermarkets in China has not carried out effective research on a large amount of customer information, nor has it been able to make good use of data mining methods to provide valuable help for supermarket decision-making. In this paper, the actual transaction data of a supermarket are collected, and the application of association analysis in supermarket marketing decision is studied. This paper first introduces the related theories of data mining, the basic knowledge of SQL, the theory of, IBM SPSS Modeler association analysis, and then uses SQL to preprocess and describe the data on the basis of theoretical research. To understand the overall sales of the supermarket. Secondly, using the data set obtained by preprocessing, using the professional data mining software IBM SPSS Modeler, to analyze the commodity purchase in supermarket. In the correlation analysis of commodity purchase, this paper first studies the analysis of association rules among commodity categories, and evaluates the value of association rules by using the profits generated by cross-selling of all kinds of commodities. It solves the problem that the traditional support and confidence may reach a very satisfactory conclusion in statistics, but ignores the problem that enterprises pay more attention to the profit of goods, and then studies the shelf placement of all kinds of goods. Then we analyze the relationship of each commodity, optimize the product layout, design the promotion scheme and the application of fast commodity recommendation business. The method provided in this paper has certain rationality and superiority, and has certain promotion value in the actual supermarket marketing.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.13
本文编号：2313204
[Abstract]:Nowadays, a large amount of information has become the main feature of the society. However, how to find useful information in the massive data is an important issue that people face. Data mining is the process of discovering useful information automatically in large databases. The Apriori algorithm of association analysis in data mining is first applied in supermarket marketing. Subsequently, a large number of information resources in supermarkets have been continuously used with the development of data mining technology. However, the retail business of supermarkets in China has not carried out effective research on a large amount of customer information, nor has it been able to make good use of data mining methods to provide valuable help for supermarket decision-making. In this paper, the actual transaction data of a supermarket are collected, and the application of association analysis in supermarket marketing decision is studied. This paper first introduces the related theories of data mining, the basic knowledge of SQL, the theory of, IBM SPSS Modeler association analysis, and then uses SQL to preprocess and describe the data on the basis of theoretical research. To understand the overall sales of the supermarket. Secondly, using the data set obtained by preprocessing, using the professional data mining software IBM SPSS Modeler, to analyze the commodity purchase in supermarket. In the correlation analysis of commodity purchase, this paper first studies the analysis of association rules among commodity categories, and evaluates the value of association rules by using the profits generated by cross-selling of all kinds of commodities. It solves the problem that the traditional support and confidence may reach a very satisfactory conclusion in statistics, but ignores the problem that enterprises pay more attention to the profit of goods, and then studies the shelf placement of all kinds of goods. Then we analyze the relationship of each commodity, optimize the product layout, design the promotion scheme and the application of fast commodity recommendation business. The method provided in this paper has certain rationality and superiority, and has certain promotion value in the actual supermarket marketing.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.13
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