外文翻译对零售超市数据进行最优产品选择.doc
毕业设计(论文)外文翻译题目对零售超市数据进行最优产品选择的数据挖掘框架:广义PROFSET模型专业网络工程班级学生指导教师外文翻译1附录英文原文ADataMiningFrameworkforOptimalProductSelectioninRetailSupermarketData:TheGeneralizedPROFSETModel1IntroductionSincealmostallmidtolargesizeretailerstodaypossesselectronicsalestransactionSystems,retailersrealizethatcompetitiveadvantagewillnolongerbeachievedbythemereuseofthesesystemsforpurposesofinventorymanagementorfacilitatingcustomercheck-out.Incontrast,competitiveadvantagewillbegainedbythoseretailerswhoareabletoextracttheknowledgehiddeninthedata,generatedbythosesystems,anduseittooptimizetheirmarketingdecisionmaking.Inthiscontext,knowledgeabouthowcustomersareusingtheretailstoreisofcriticalimportanceanddistinctivecompetencieswillbebuiltbythoseretailerswhobestsucceedinextractingactionableknowledgefromthesedata.Associationrulemining2canhelpretailerstoefficientlyextractthisknowledgefromlargeretaildatabases.Weassumesomefamiliaritywiththebasicnotionsofassociationrulemining.Inrecentyears,alotofeffortintheareaofretailmarketbasketanalysishasbeeninvestedinthedevelopmentoftechniquestoincreasetheinterestingnessofassociationrules.Currently,inessencethreedifferentresearchtrackstostudytheinterestingnessofassociationrulescanbedistinguished.First,anumberofobjectivemeasuresofinterestingnesshavebeendevelopedinordertofilteroutnon-interestingassociationrulesbasedonanumberofstatistical外文翻译2propertiesoftherules,suchassupportandconfidence2,interest14,intensityofimplication7,J-measure15,andcorrelation12.Othermeasuresarebasedonthesyntacticalpropertiesoftherules11,ortheyareusedtodiscovertheleast-redundantsetofrules4.Second,itwasrecognizedthatdomainknowledgemayalsoplayanimportantroleindeterminingtheinterestingnessofassociationrules.Therefore,anumberofsubjectivemeasuresofinterestingnesshavebeenputforward,suchasunexpectedness13,actionability1andruletemplates10.Finally,themostrecentstreamofresearchadvocatestheevaluationoftheinterestingnessofassociationsinthelightofthemicro-economicframeworkoftheretailer9.Morespecifically,apatterninthedataisconsideredinterestingonlytotheextentinwhichitcanbeusedinthedecision-makingprocessoftheenterprisetoincreaseitsutility.ItisinthislatterstreamofresearchthattheauthorshavepreviouslydevelopedamodelforproductselectioncalledPROFSET3,thattakesintoaccountbothquantitativeandqualitativeelementsofretaildomainknowledgeinordertodeterminethesetofproductsthatyieldsmaximumcross-sellingprofits.Thekeyideaofthemodelisthatproductsshouldnotbeselectedbasedontheirindividualprofitability,butratheronthetotalprofitabilitythattheygenerate,includingprofitsfromcross-selling.However,initspreviousform,onemajordrawbackofthemodelwasitsinabilitytodealwithsupermarketdata(i.e.,largebaskets).Toovercomethislimitation,inthispaperwewillproposeanimportantgeneralizationoftheexistingPROFSETmodelthatwilleffectivelydealwithlargebaskets.Furthermore,wegeneralizethemodeltoincludecategorymanagementprinciplesspecifiedbytheretailerinordertomaketheoutputofthemodelevenmorerealistic.Theremainderofthepaperisorganizedasfollows.InSection2wewillfocusonthelimitationsofthepreviousPROFSETmodelforproductselection.InSection3,wewillintroducethegeneralizedPROFSETmodel.Section4willbedevotedtotheempiricalimplementationofthemodelanditsresultsonreal-worldsupermarketdata.外文翻译3Finally,Section5willbereservedforconclusionsandfurtherresearch.2ThePROFSETModelThekeyideaofthePROFSETmodelisthatwhenevaluatingthebusinessvalueofaproduct,oneshouldnotonlylookattheindividualprofitsgeneratedbythatproduct(thenaiveapproach),butonemustalsotakeintoaccounttheprofitsduetocross-sellingeffectswithotherproductsintheassortment.Therefore,toevaluateproductprofitability,itisessentialtolookatfrequentsetsratherthanatindividualproductitemssincetheformerrepresentfrequentlyco-occurringproductcombinationsinthemarketbasketsofthecustomer.AswasalsostressedbyCabenaetal.5,onedisadvantageofassociationsdiscoveryisthatthereisnoprovisionfortakingintoaccountthebusinessvalueofanassociation.ThePROFSETmodelwasafirstattempttosolvethisproblem.Indeed,intermsoftheassociationsdiscovered,thesaleofanexpensivebottleofwinewithoystersaccountsforasmuchasthesaleofacartonofmilkwithcereal.Thisexampleillustratesthat,whenevaluatingtheinterestingnessofassociations,themicro-economicframeworkoftheretailershouldbeincorporated.PROFSETwasdevelopedtomaximizecross-sellingopportunitiesbyevaluatingtheprofitmargingeneratedperfrequentsetofproducts,ratherthanperproduct.InthenextSectionwewilldiscussthelimitationsofthepreviousPROFSETmodel.Moredetailscanbefoundelsewhere3.2.1LimitationsThepreviousPROFSETmodelwasspecificallydevelopedformarketbasketdatafromautomatedconveniencestores.Datasetsofthisoriginarecharacterizedbysmallmarketbaskets(size2or3)becausecustomerstypicallydonotpurchasemanyitemsduringasingleshoppingvisit.Therefore,theprofitmargingeneratedperfrequentpurchasecombination(X)couldaccuratelybeapproximatedbyaddingtheprofit