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A Research on the Consumption Correlation of Products and Marketing Strategy Based on SNM

Author: XuXiaoXiao
Tutor: LiYong
School: Chongqing University
Course: Library , Archive and Information Management
Keywords: Social Network Mining Network Products Correlation Analysis Cohesion Subgroups Retail Chain
CLC: TP311.13
Type: Master's thesis
Year: 2011
Downloads: 168
Quote: 0
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Abstract


As production from a seller's market to a buyer's market transformation complete, with the growth of consumer income and consumer awareness and retail enterprises to improve the whole society is increasingly becoming an important determinant of productivity. Electric chain retail business has been booming. If they can dig out the data contained in the massive sales of business skills and market discipline, will optimize the configuration of the retail enterprise product categories, so as to enhance the supply chain industry group's overall competitiveness. Retail association analysis using data mining techniques to analyze business transactions and customer data, from massive enterprise data sources associated with mining interesting model to develop a rational enterprise marketing mix strategy. However, the growing tendency of market information symmetry, completely, and promoting consumption patterns and changes in consumption concept, the communication between consumers increasingly full, pure buyers and sellers market to expand rapidly, consumption clusters emerged. Found that consumer buying behavior rules between products reveal a symbolic affinity or complementary to guide product consumption to a new pattern, namely consumer products cluster. Consumer clusters form a reasonable proportion to allocate merchant discount none other initiatives to promote consumer spending, making sporadic purchases of buy into a centralized, increasing the total purchase and sale of businesses, stimulating the consumer's life needs, so , are increasingly focusing on the environment or the consumer's personal consumption psychology. On the environment or the consumer's personal attention to the law of consumer behavior, will lead to study the social relations of social network analysis based on the product and the product, the customer and the customer and product-related contact between the customer's expansion. In this paper, social network analysis (SNA) and data mining (DM) theoretical approach and its associated tools for data mining new research direction - Social Network Mining (SNM) an overview and analysis of products related to the relationship and complementarity of products new classification, summarize its basic features. Articles by dividing cohesion subnets, analyze characteristics of different commodities association between extreme and conduct customer buying behavior speculated that in order to find the customer's buying habits. With association rules to increase corporate customers for goods and understanding for response management, improve service quality, improve customer loyalty and satisfaction, reduce business costs, and ultimately to enhance the competitiveness of retail chains.

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