基于关联规则的PB商品营销组合  

Research on the Marketing Mix of PB Commodity based on Association Rule

作　　者：张德鹏[1] 黄雪玲[2] 

机构地区：[1]华南理工大学工商管理学院,广东广州510641 [2]广东工业大学经济管理学院,广东广州510090

出　　处：《工业工程》2007年第5期50-52,57,共4页Industrial Engineering Journal

基　　金：广东省自然科学基金资助项目(06021495);广州市社科基金资助项目(YZE-58)

摘　　要：随着自有品牌(PB)商品发展阶段的日益升级,零售商亦更加重视调动PB的力量以形成竞争优势。以PB商品为研究对象,在分析PB商品及其营销特点的基础上,利用企业数据资源和数据挖掘技术,建立了基于关联规则的PB商品营销组合的概念模型,提出利用关联规则技术制定PB商品的营销组合,从外在推动力上提升PB的市场力量。Along with the increasing upgrade of development stage of PB commodity, retailers attach more importance on using the strength of PB to form their competitive advantages. By taking PB eommodity as research object and analyzing the characteristics of PB commodity and its marketing, the paper applies the data resources of enterprises and the technique of data dig to set up the concept model of marketing mix of PB commodity based on the association rule. Meanwhile it brings up the way how to use the technique of the association rule to formulate the marketing mix of PB commodity and to improve the PB market competence from exterior promotion strength.

关 键 词：PB商品 数据挖掘 关联规则 营销组合 

分 类 号：F273[经济管理—企业管理]