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首页> 外文会议>International Conference on Cybernetics and Information Technologies, Systems and Applications(CITSA2004) and 10th International Conference on Information Systems Analysis and Synthesis(ISAS2004) vol.1 >The Study of Applying Market Basket Analysis to the Most Appropriate Product Mix on E-Commerce Marketplaces
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The Study of Applying Market Basket Analysis to the Most Appropriate Product Mix on E-Commerce Marketplaces

机译：将市场购物篮分析应用于电子商务市场上最合适的产品组合的研究

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摘要

CRM is the process of controlling efficient, cost-effective flow knowledge to individual customers' requirements, and interaction with customers through channels for the purpose of escalating the customer's lifetime value. In other words, product is the core business process of traditional marketing, while the customer is the core business process of CRM. The former concerns which product is the best sales while the latter does which customer is faithful. In order to digest the individual customer, We should set up customer's perfect database which contains data of interaction with each customer, such as primary information, transaction, service, activities and the like. This study uses market basket analysis of data mining technique, trying to establish synthetic rules from customers' transaction data. From generating the co-occurrence matrix for single items, generating the co-occurrence matrix for two items and three items, in order to design competitive product mix that convey more convenient shopping value for customers. It is not common to use market basket analysis in real transaction data in domestic study. The purpose of this research attempts to apply Market Basket Analysis models to describe the effectiveness of the criteria to verify its result.
机译：CRM是一种控制高效，经济高效的流程知识以适应单个客户需求的过程，并通过渠道与客户进行交互以提高客户的生命周期价值。换句话说，产品是传统营销的核心业务流程，而客户是CRM的核心业务流程。前者关注哪种产品是最好的销售，而后者则关注哪个客户是忠实的。为了消化单个客户，我们应该建立客户的完美数据库，其中包含与每个客户交互的数据，例如主要信息，交易，服务，活动等。这项研究使用数据挖掘技术的市场篮子分析，试图根据客户的交易数据建立综合规则。从生成单个项目的共现矩阵到生成两个项目和三个项目的共现矩阵，以设计具有竞争力的产品组合，为客户传达更便捷的购物价值。在国内研究中，在实际交易数据中使用市场篮子分析并不常见。本研究的目的是尝试应用市场篮子分析模型来描述标准的有效性，以验证其结果。

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