Application Of The Lynx Mall Association Rule Mining

With the continuous development of Internet technology, with the characteristics of high efficiency, low cost and without the constraints of time and space, the modern e-commerce business model becomes the general trend of the development of the enterprise business. TMall, founded in2003, is Asia’s largest e-commerce trading platform, which has nearly500million registered users, more than60million regular visitors daily, daily online products has more than800million pieces, is the miracle of the development of China’s e-commerce site. The huge number of users create huge transaction data, however, the valuable informations we can get was relatively small from these complicated transactions data, how to obtain informations from these transaction data which is conducive to the seller’s business operations and formulate marketing strategies becomes important issue which can not be ignored.Association rules mining is the technology that can find regular pattern from the large amounts of data by analyzing each data. The technology can provide powerful data analysis ability to e-commerce, by using in large, complex transaction data, which can reflect the research value of the association rules mining technology, there is no doubt that e-commerce is the best application object of association rules mining. By mining in transaction data, such as the number of transactions of goods, transaction types, transaction time, extract the relevant transaction knowledge, transform complex disorder transaction data into strong basis which accorded by sellers to analyze market, formulate business strategies, manage customer relationships, to realize the true value of e-commerce activities.The paper discusses one of the main algorithms in association rules mining, Apriori algorithm, analyze the specific implementation process of the algorithm in mining large transaction data. By recording huge transaction data of TMall, establish Affair database of transactions, discuss from the point of view of both buyers and merchandise, apply the algorithm to the actual data, prove the effectiveness of the algorithm in mining transaction data,according to association rules get by the algorithm, combine with mobile marketing, achieve the effect of promoting sales ultimately.