The Application Of Association And Clustering Analysis Data Mining

With the rapid development of internet technology, the competition in various industries has become intense day by day. Customs has become the most important resources which can decide the success or failure of the enterprise. It has become a key issue to understand the shopping habits and price concept of different consumer groups to make a successful marketing. According to the difference of consumer groups, clever merchants would make effective marketing strategies correspondingly, which includes optimization of commodity layout and the design of promotion strategy, thus making the layout of stores conform to the shopping habits of customs, bringing the merchants more benefits, creating more convenience for the consumers at the same time.By taking retail businesses as an example, this paper discusses the application of association and clustering analysis in data mining.Firstly, this paper introduces the overview of data mining and its characteristics; Secondly, the related theory of association rule are offered with an emphasis on Aprior algorithm; Then the related knowledge of clustering analysis and its main algorithm are offered with an emphasis on system clustering and speediness clustering; At last, to better understand the application of association and clustering analysis in data mining, the data of customers’ shopping records in one month which collects from10Zhijia convenience stores in a commercial district are chosen as research object. SQL is employed to preprocess the data and SPSS is used to process association and clustering analysis. Through clustering analysis, the customs are classified into4classes. Also this paper makes sound explanation of corresponding results.Data mining is a process of repeated attempts to find the principles which can explain the phenomenon. It needs to master the mining algorithms soundly and understand the specific industry background. The principle mined in this paper would be great practical guidance for supermarkets in carrying out right market program.