关联规则分析在电信交叉销售中的应用研究  

Research on application of association rule analysis in cross-selling strategy in telecommunication

作　　者：羡晨静[1] 张维石[1] 刘伟光[1] 

机构地区：[1]大连海事大学计算机科学与技术学院,辽宁大连116026

出　　处：《计算机工程与设计》2008年第22期5851-5853,共3页Computer Engineering and Design

基　　金：国家自然科学基金项目(60573087)

摘　　要：在阐述电信运营企业市场竞争和营销活动中存在的问题的基础上,结合电信企业的特点,分析了在该行业营销领域采用交叉销售策略的必要性,并将数据挖掘中的关联规则分析法应用于交叉销售分析中。详细介绍了关联规则分析法中的Apriori算法原理,并用该算法对电信业务数据进行了分析,给出了业务之间的关联,为企业实施交叉销售提供了有力的数据支持。The telecommunication industry＇s problem is expounded which they come up to in market competition and action of sales, and then the need of applying the cross-selling strategy is analyzed to the industry on the basis of combining the enterprise＇s characteristic. The analysis method of association in data mining technology is applied to the analysis of cross-selling. And then the theory of the Apriori algorithm is introduced in detail. In the end, we use the algorithm to analyses a series of data and then find out the relation of the businesses, develop data support for enterprise＇s cross-selling strategy.

关 键 词：电信 数据挖掘 交叉销售 关联规则 APRIORI算法 

分 类 号：TP319[自动化与计算机技术—计算机软件与理论]