A Research On The Consumption Correlation Of Products And Marketing Strategy Based On SNM

With the perfection of from the seller to the buyer's market transformation, and with the growth of Consumers'economy income and the enhancement of consumer consciousness,retailers are increasingly becoming the important determinants to improve the productivity of the whole society. Electrical retail chain enterprise has been booming. If the business skills and market discipline which are contained in the massive sales figures could be dug out, it will optimize the category configuration of goods for the retail corporate, so as to enhance the overall competitiveness of industrial clusters in the supply chain.In retail, using data mining techniques, such as correlation analysis, and analyzing the dates about corporate transactions and customer information, it can dig out some interesting correlation model, which can be used to develop a rational marketing mix strategy. However, the increasing trend of symmetry and competition on market information promotes the changes of concept and patterns in consumption and the increasingly full communication between consumers made the simple market expand rapidly. And the consumption constellations came into being.The consumption constellations is to find consumers'buying behavior patterns, and reveal the symbolic meaning of relevance and complementary between products, in order to guide the change about product consumption to a new way. In the consumption constellations, that using a reasonable proportion form to share the profit of the businesses promotes consumers'active spending, makes piecemeal purchase into centralized purchase, increases the buying and selling amount of the enterprise, and driving life needs of the consumers. So the enterprises pay more and more attention to consumption environment or consumer psychology.The attention to the consumer environment and consumer behavioral law can lead the expansion of social network analysis(SNA)to a new field about the relations between products, customers, and even products and customers,which mainly studied the social relations. A new data mining direction called social network mining (SNM) has been outlined, which lead the social network analysis (SNA) and related tools to the data mining (DM) areas. It is used to analyze product related and complementary relationships, get a new classification of products and review basic characteristics. In the article, with the division of the subnet,the features of different products and the relationships between them are analyzed. Then customers'buying behaviors are inferred, and buying habits are excavated. Using social networks mining to increase the understanding on goods and customers, propose management measures, improve the quality of service, customers'loyalty and satisfaction will increase, business costs will reduce,and at last the competitiveness of the retail chains will be enhanced.