基于关联分析的多目标商品组合选择方法.PDFVIP

26 1 Vol.26 No.1 2011 2 JOURNAL OF SYSTEMS ENGINEERING Feb. 2011 , , , (, 300072) : , , , . , . , . , , . , . , , . : ; ; : C931.9 : A :2011 Multi-objective products selection method based on association analysis ZHANG Zhi-hong, KOU Ji-song, CHEN Fu-zan, LI Min-qiang (College of Management and Economics, Tianjin University, Tianjin 300072, China) Abstract: How to select product portfolio to design promotion campaign is an important subject, which needs to consider both direct profit of product combination and cross selling profit. The paper makes use of associa- tion rule, and proposes a multi-objective optimization model. The model takes direct profit and indirect profit of cross-selling as two separate objectives, and a multi-objective genetic algorithm is designed for finding global optimal solutions. In order to promote population diversity and local search ability, the individual remedying, the fill-up strategies, and the local search technology are designed. Then, a real world data set was used to validate the proposed model and algorithm. From experimental results, the proposed model and algorithm can provide decision maker with sufficient information to design appropriate marketing policy. Key words: cross-selling; multi-objective genetic algorithm; association rule 1 , , , —-, [1] , , . , , . : , , ; , “ ” : : : ; (2010). : fzchen@tju.edu.cn 1 : 133 , , , . , ( ), . , SALSARa