基于关联分析的多目标商品组合选择方法

Multi-objective products selection method based on association analysis

在超市等零售机构中,如何根据历史记录选择商品组合进行促销是一个重要的问题,这不仅需要考虑商品组合的直接收益,还要考虑该商品组合间交叉销售的效果而获得的间接效益.本文利用关联规则的特点,建立一个多目标优化模型.该模型把商品直接收益和由于交叉销售因素产生的间接利润作为两个独立的优化目标,并设计多目标遗传算法进行求解.为了增加种群多样性和提高算法搜索能力,加入个体修补,填充策略和局部搜索策略.最后,用实际零售数据集对该多目标优化模型和多目标遗传算法进行了验证.通过实验分析表明,这种多目标优化算法可以获得丰富信息,为决策者制定具有针对性营销策略提供比较全面的信息.

How to select product portfolio to design promotion campaign is an important subject,which needs to consider both direct profit of product combination and cross selling profit.The paper makes use of association rule,and proposes a multi-objective optimization model.The model takes direct profit and indirect profit of cross-selling as two separate objectives,and a multi-objective genetic algorithm is designed for finding global optimal solutions.In order to promote population diversity and local search ability,the individual remedying, the fill-up strategies,and the local search technology are designed.Then,a real world data set was used to validate the proposed model and algorithm.From experimental results,the proposed model and algorithm can provide decision maker with sufficient information to design appropriate marketing policy.