促销货位布局及促销商品货位分配问题研究
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摘要
随着新零售时代的到来,线上线下一体化的促销活动成为当下炙手可热的营销策略。线下卖场促销货位的混乱布局在大促销期间极易造成局部拥堵,且货位间缺乏关联关系的挖掘。针对此问题,运用系统布置设计方法结合数据挖掘领域中的关联分析方法,建立收益最大关联规则模型,并以具体案例对促销货位布局和促销品货位分配策略进行设计规划。将关联分析方法应用于系统布局设计和商品货位指派问题中,有效地改善凭借主观经验进行促销货位布局和促销品货位分配问题的现状,增强组织促销过程中的科学性和系统性。
With the advent of the new retail era,online and offline integration of promotional activities has become a hot marketing strategy.Chaotic layout of sales promotion space in offline stores is liable to cause local congestion during the period of big promotion,and there is a lack of mining the correlation among the sales promotion spaces.Aiming at this problem,this paper uses the method of system layout design combined with the method of association analysis in the field of data mining,establishes the model of maximum revenue association rules,and designs and plans the layout of promotional goods and the allocation strategy of promotional goods with specific cases.The application of correlation analysis method in system layout design and commodity location assignment effectively improves the status quo of promotion location and promotion grade assignment based on subjective experience,and enhances the scientificity and systematicness in the process of organization promotion.
With the advent of the new retail era,online and offline integration of promotional activities has become a hot marketing strategy.Chaotic layout of sales promotion space in offline stores is liable to cause local congestion during the period of big promotion,and there is a lack of mining the correlation among the sales promotion spaces.Aiming at this problem,this paper uses the method of system layout design combined with the method of association analysis in the field of data mining,establishes the model of maximum revenue association rules,and designs and plans the layout of promotional goods and the allocation strategy of promotional goods with specific cases.The application of correlation analysis method in system layout design and commodity location assignment effectively improves the status quo of promotion location and promotion grade assignment based on subjective experience,and enhances the scientificity and systematicness in the process of organization promotion.
引文
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[2]胥泽林.超市商品陈列对顾客消费行为的影响探析[J].现代营销(下旬刊),2017(01):24-25
[3]王帅.人因工程在D超市内部布局设计中的应用研究[D].济南:山东大学,2012
[4]刘志海,张丹丹.基于改进型SLP的超市布局优化研究[J].物流工程与管理,2017,39(03):111-114
[5]王磊,施新程,陈莹莹,等.基于GIS与数据挖掘关联规则的超市内部布局优化分析与设计[J].创新科技,2015(05):67-70
[6]韩建妙.超市导购路径规划方法研究[D].合肥:合肥工业大学,2015
[7]Bernhard,K.Andreas.Distribution Logistics:Advanced Solutions to Practical Problems[M].Berlin:Springer,2005:185-200
[8]赵士博.基于数据挖掘的货品库位分配策略研究与实现[D].南京:东南大学,2016
[9]吴颖颖.分区自动拣选系统拣选策略优化研究[D].济南:山东大学,2012
[10]Dong Juan Gu,Lei Xia.A Novel and Improved Apriori Algorithm[J].Applied Mechanics and Materials,2015,3748(721):20
[11]J.Park,M.Chen,P.Yu.An Effective Hash Based Algorithm for Mining Association Rules[J].IEEE Transaction on Knowledge and Data Engineering.Sept.1997,9(5):813-825
[12]Ramakrishnan Srikant,Rakesh Agrawal.Mining quantitative association rules in large relational tables[J].ACM SIGMOD Record1996,25(02):23-26
[13]杨泽民,陈莉,范全润.加权关联规则的并行挖掘算法[J].计算机工程与应用,2003(08):192-193
[14]刘乐乐.量化关联规则模型与挖掘算法研究[D].合肥:合肥工业大学,2009