基于关联规则客流分析的商业集聚效应研究

由现实生活中的两家或若干家有关联的商店聚集现象出发,本文试图对微观层面商业集聚的集聚效应的具体度量方法进行探讨和研究:从客流共享的角度,借鉴购物篮分析的关联规则的算法对微观层面商业集聚的集聚效应进行研究,总结出16种微观层面商业集聚的客流情境,探讨了客流的集聚效应以及商店机会得失的计算方法,通过观察法将理论分析的集聚效应度量方法运用于两家体育品牌专卖店的集聚效应的实际度量;通过问卷调查法实证检验和证实了基于关联规则客流分析的微观层面商业集聚效应度量方法的实践有效性。

Research on Effect of Retail Agglomeration Based on the Analysis of Association Rule of Customer Flow

This paper proceeded from the phenomenon that two or several related stores located together as retail agglomeration,in order to try to find out a specific method to measure the effect of micro-level retail agglomeration.From the angle of customer flow sharing,and with the help of the association rule of market basket analysis,this paper decided to conduct the study on the effect of micro-level retail agglomeration.Under theory analysis,this paper summarized 16 customer flow situations of micro-level retail agglomeration,discussed the specific method to measure the effect of retail agglomeration and calculate the opportunities of gains and losses of stores,and applied the method from theory analysis to measure retail agglomeration effect of two exclusive sports stores in reality by observation;further tested and verified the practical value of the method that measure effect of micro-level retail agglomeration by questionnaire.