The Application Research Of Association Rules Mining In Supermarket Marketing

Nowadays, large amounts of information have become an important feature of the information society. However, how to discover knowledge and bring out value of massive data is an important issue facing mankind. Data Mining is the automatic discovery of useful information in large databases. The Apriori algorithm for association analysis of Data Mining was first proposed and applied in the domain of supermarket commerce. And then a large number of information from transaction databases has been often treated by new approach of data mining technology. But so far China s supermarket doesn’t have used the accumulated information of customer sales data to engage in effective research and analysis and use the data mining method to provide valuable advice. This thesis collected one months’transaction information from one store of a large supermarket. Therefore, the rest of the thesis applies association analysis for marketing decision-making in the supermarket.Firstly, this thesis describes data mining and the basic knowledge of SQL and the theory of IBM SPSS Modeler association analysis. Based on the theory studies, this paper applies SQL to data pretreatment and the basic description analysis of data. To understand the stores sales circs. Secondly, using the date set of data preprocess and apply the software IBM SPSS Modeler of Data Mining to association analysis for the purchase of goods in supermarkets.In this thesis, the association analysis of goods purchased. This thesis firstly researches the association analysis about categories of goods. And using the profit derived from the cross selling merchandise to determine the value of association rules, To solve the traditional support and confidence may be obtained very satisfactory conclusion in statistics. But ignore the enterprises pay more attention to the problem of commodity profit, so that to study all kinds of goods shelves display problem. Secondly, this thesis researches the each commodity association analysis. Application of optimized distribution of commodities, promotion design and rapid product recommendation service, Thus this method proves a certain rationality and superiority for association analysis and has promotional value in the actual business operations.