改进遗传算法在实体商业中精准营销研究与实现Research and implementation of improved genetic algorithm based precision marketing in entity commerce
邹倩颖,王小芳
摘要(Abstract)：
由于实体商业市场缺乏像电商平台那样的个性化交互平台,因此无法对客户进行精准营销,使得在商业市场上的竞争力越来越弱。为了解决这一问题,引入商家基因库模型,并记录客户在实体店铺中的历史购物行为、关注的产品类别等,结合最佳邻居、效用函数等提出赋有权重的客户偏好模型。利用改进遗传算法对商家基因库模型与客户偏好模型进行匹配,以实现精准营销。研究以大数据为背景,利用Hadoop集群的Map Reduce编程实现改进遗传算法,用以在n维商家空间中快速、精准地找出最符合客户需求的商家。实验结果表明,改进遗传算法相对于传统遗传算法在推荐准确率上平均提升15.6%,在推荐响应时间上提升41.9%。
关键词(KeyWords)： 改进遗传算法;精准营销;商家基因库;客户偏好模型;范围相似度函数;大数据
基金项目(Foundation): 国家自然科学基金资助项目(61370073);; 四川省教育厅基金资助项目(172A0819)~~
作者(Author): 邹倩颖,王小芳
DOI: 10.16652/j.issn.1004-373x.2018.13.040
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