促销货位布局及促销商品货位分配问题研究

Research on promotion location layout and sales location allocation

随着新零售时代的到来,线上线下一体化的促销活动成为当下炙手可热的营销策略。线下卖场促销货位的混乱布局在大促销期间极易造成局部拥堵,且货位间缺乏关联关系的挖掘。针对此问题,运用系统布置设计方法结合数据挖掘领域中的关联分析方法,建立收益最大关联规则模型,并以具体案例对促销货位布局和促销品货位分配策略进行设计规划。将关联分析方法应用于系统布局设计和商品货位指派问题中,有效地改善凭借主观经验进行促销货位布局和促销品货位分配问题的现状,增强组织促销过程中的科学性和系统性。

With the advent of the new retail era,online and offline integration of promotional activities has become a hot marketing strategy.Chaotic layout of sales promotion space in offline stores is liable to cause local congestion during the period of big promotion,and there is a lack of mining the correlation among the sales promotion spaces.Aiming at this problem,this paper uses the method of system layout design combined with the method of association analysis in the field of data mining,establishes the model of maximum revenue association rules,and designs and plans the layout of promotional goods and the allocation strategy of promotional goods with specific cases.The application of correlation analysis method in system layout design and commodity location assignment effectively improves the status quo of promotion location and promotion grade assignment based on subjective experience,and enhances the scientificity and systematicness in the process of organization promotion.