基于复数权网络的零售商品关联分析方法  

Retail products association analysis model based on complex number weighted networks

作　　者：李桃迎[1] 陈燕[1] 张金松[1] Li Taoying;Chen Yan;Zhang Jinsong(College of Transportation Management,Dalian Maritime University,Dalian Liaoning 116026,China)

机构地区：[1]大连海事大学交通运输管理学院,辽宁大连116026

出　　处：《计算机应用研究》2018年第10期2936-2939,共4页Application Research of Computers

基　　金：国家社会科学基金资助项目(15CGL031);国家自然科学基金资助项目(71271034);大连市高层次人才创新支持计划资助项目(2015R063);中央高校基本科研业务费专项资金资助项目(3132016306;3132018160);辽宁省自然科学基金资助项目(20180550307)

摘　　要：零售企业面临着各种商品信息的充斥,如何帮助零售企业高效准确地获得有效的商品销售策略,是一个亟需解决的问题。基于复杂网络理论,构建了零售商品关联的复数权网络模型,以消费者购买记录中零售商品购买的先后关系为出发点,零售商品作为节点,不同商品间的先、后购买关系作为有向边,先后购买关系对销量的贡献作为权;然后计算各商品节点的强度;最后用电子商务网站和超市销售账单数据对该算法进行了验证。本研究对电子商务网站或大型零售商制定捆绑销售、打折促销、陈列布局等策略提供了参考依据。Retailers are facing with a variety of product information,how to help retailers access to effective commodity sales strategy effectively and accurately is an urgent problem.Based on complex network theory,this paper constructed a complex weighted network model of retail product association.Beginning with the relationship of retail product purchase in the consumer purchase record,retail products were nodes and the relationship of different product purchase were directed edge,and product sales volume were weights.And then,it calculated the node strength.Finally,it used the sales bill data from the E-commerce sites and supermarket to verify the algorithm.This study provided a reference basis for bundling sales,discount promotions and display layout strategies for E-commerce websites or large retailers.

关 键 词：复杂网络 复数权网络 先后购买关系 商品推荐 

分 类 号：F274[经济管理—企业管理] TP301.6[经济管理—国民经济]