商务智能在零售促销优化中的应用

促销在企业的市场营销战略中扮演着非常重要的角色,然而到目前为止对于零售行业促销优化并没有系统详细的综述性文献可供参考.回顾了国内外对于促销优化领域的最新研究进展,按照分析主题对促销优化中常用的商务智能技术以及数据挖掘算法进行了系统的综述.最后,对促销优化软件的企业应用现状进行了简要介绍.

Application of business intelligence techniques in retail promotion optimization

Sales promotion plays an increasingly important role in manufacturer′s marketing strategies.However,a review of previous literatures indicates that there is a lack of a systematic and comprehensive research concerning application of business intelligence techniques in retail promotion optimization.This paper introduces the-state-of-the-art in the domain of promotion optimization.Different business intelligence techniques and data mining algorithms are further reviewed and summarized according to analytical themes.Finally,a brief introduction about the current application status of the retail promotion optimization softwares is made.