电子商务中基于定量关联规则的商品获利能力分析研究  

Research on Product Profitability Analysis Based on Quantitative Association Rules in E-commerce

作　　者：程岩[1] 

机构地区：[1]复旦大学管理学院,上海200433

出　　处：《管理科学》2005年第3期42-45,共4页Journal of Management Science

基　　金：国家自然科学基金资助项目(70401010)

摘　　要：对电子零售商店来说,如何根据历史记录对商品获利能力进行评价是一个很重要的问题。问题的难点在于商品的收益不仅来自于该商品本身的直接收益,还来自于该商品通过交叉销售效果而获得的间接收益。交叉销售效果不可能是一个精确的数值,这种量的关系往往是含糊的不精确信息。基于定量关联规则理论,提出了一个计算交叉销售效果的方法,同时设计了一个面向不精确信息的对商品获利能力进行排序的方法。For electronic stores, it is a key issue to evaluate products′ profitability based on historical transactions. The difficulty is that the profit of a product not only comes from its own sales, but also from its influence on the sales of other items, i.e., the cross-selling effect. The cross-selling effect can not be a precise numerical value, but an imprecision one. In this paper, a method of computing cross-selling effect is provided, which is based on the principle of quantitative association rules, and an imprecision information oriented ranking method is also presented.

关 键 词：电子商务 定量关联规则 交叉销售 

分 类 号：TP311[自动化与计算机技术—计算机软件与理论]