CN106779808A - Consumer space's behavior analysis system and method in a kind of commercial circle - Google Patents
Consumer space's behavior analysis system and method in a kind of commercial circle Download PDFInfo
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Abstract
The present invention relates to technical field of electronic commerce, and in particular to consumer space's behavior analysis system and method in a kind of commercial circle.Consumer space's behavior analysis system in a kind of commercial circle of the present invention, comprising data acquisition module, the data acquisition module comprises at least personal consumption data acquisition module, spatial behavior data acquisition module and personal preference data acquisition module；Module also is dissected comprising data, the anatomy module is used to analyze the business data in the data acquisition module, and carries out regular link to the business data；Attribute generation module is also included, the attribute generation module carries out the generation of objective group's attribute based on the anatomy result that the data dissect module to consumer behavior；Also include analog module.It is an object of the invention to provide consumer space's behavior analysis system and method in a kind of commercial circle, a set of analysis model that can support polymorphic type commercial circle being formed, prediction spatial choice and following the propensity to consume, realize that risk is controllable, future can survey.
Description
Technical field
The present invention relates to technical field of electronic commerce, and in particular in a kind of commercial circle consumer space's behavior analysis system and
Method.
Background technology
Commercial circle refer to just shop centered on its site, along certain direction and extended distance, those preferential choosings
The geographic coverage that the customer for selecting the shop to consume is distributed, is exactly in other words the geographic range where the customer of shop.
The marketing activity scope in shop is usually constructed with certain Geographic boundary, namely has metastable commercial circle.Different
Shop exists due to managing the difference of the aspects such as commodity, traffic factor, geographical position, scale of operation, its commercial circle scale, commercial circle form
Very big difference.The division of commercial circle and analyze particularly important for the operation of enterprise, by commercial circle analysis in itself and and commercial circle
The behavioural analysis of associated consumer, can as business decision the fact basis.For example, in enterprise's selection StoreFront address
When, larger target market can be made every effort to surely, to attract more target customers.This is accomplished by the clear and definite commercial circle model of operator first
Enclose, the distribution situation of population and market in understanding commercial circle, the relevant information of non-market factor, on this basis, effect of carrying on the work
The assessment of benefit, weighs the use value of shop location, according to the basic principle of design, selectes suitable place, makes commercial circle, shop location, warp
Battalion's condition coordinates fusion, creates management advantage.
For another example, when enterprise formulates marketing strategy, enterprise takes non-price competition hand extensively to seize competitive advantage
Section, such as improves one's image, perfect service, reinforcement and the communication of customer etc., and these are required for operator to be analyzed by commercial circle, grasp visitor
Fluidity matter, understand customer demand, take targetedly management tactics, win consumer trust.
In sum, enterprise is to seize competitive advantage and managing initiative, generally all commercial circle and can all be associated with commercial circle
The consumer behavior of consumer investigated and analyzed.In the prior art, enterprise is dependent on various business more for the assessment of commercial circle
The report of pattern.Or, necessary data are collected by multiple data sources, for example：It is assistant director's on-site inspection, passing experience, each
Class history file or the verbal information of related personnel, are integrated into the data drawing list of demand.Finally again by the rule of thumb
Or the mode such as cost tentative calculation, to obtain the commercial circle information estimated.
However, after this various Data Collection or the data drawing list integrated, and cannot intuitively provide very much assessment data
Give user or dealer.Secondly, dealer needs, by substantial amounts of Data Collection, contrast and data evidence, can just access more bright
True assessment result.Again, even with all kinds of business datas, assessment result still may be directed to data because of dealer
Selection it is biased, produce incorrect assessment result, cause convenience relatively low with applicability, the fairness of assessment is also
Doubt.
Ye You enterprises, can use computer data acquisition, analyze data, reduce artificial operation to ensure the true of data
Property and fairness.But the business of commercial real estate enterprise is a too many levels stage construction structure for complexity, existing commercial circle analysis
Predominantly stay in the analysis of consumption data.And uncertainty and the commercial circle retail shop of exactly client most difficult in the analysis of commercial circle
Addressing etc. many aspects.
The content of the invention
It is an object of the invention to provide consumer space's behavior analysis system and method in a kind of commercial circle, a set of energy branch is formed
The analysis model of polymorphic type commercial circle is held, spatial choice is predicted and is followed the propensity to consume, realize that risk is controllable, future can survey.
Above-mentioned technical purpose of the invention technical scheme is that：
Consumer space's behavior analysis system in a kind of commercial circle, comprising data acquisition module, the data acquisition module is extremely
Less comprising personal consumption data acquisition module, spatial behavior data acquisition module and personal preference data acquisition module；
The system also dissects module comprising the data being connected with the data acquisition module, and the anatomy module is used to analyze
Business data in the data acquisition module, and regular link is carried out to the business data；
Also comprising the attribute generation module that module is connected is dissected with the data, the attribute generation module is based on the system
The anatomy result of the data anatomy module carries out the generation of objective group's attribute to consumer behavior；
Also comprising the analog module being connected with the attribute generation module, the analog module is based on the anatomy to the system
The attribute of the anatomy result of module and the attribute generation module is sorted out, and commercial circle commercial activity is simulated.
As it is of the invention preferably, the personal consumption data acquisition module comprising category collection, price collection and the frequency
Collection；The spatial behavior data acquisition module is comprising temporal regularity collection, spatial homing collection and associates selection collection；It is described
Personal preference data includes the collection of brand tendency, cultural tendeney collection and anlage collection.
As it is of the invention preferably, the Attribute transposition of the attribute generation module includes level attributes, role attribute and meter
Draw attribute.
As it is of the invention preferably, the analog module is simulated comprising spatial decision simulation and consumption decision.
As it is of the invention preferably, the analog module is also connected with applying generation module, the application generation module to use
In application request is called in, the simulation output of generation business data is dissected based on this kind of data of behavior analysis system.
As it is of the invention preferably, the application generation module comprising addressing judge module, promotion design module.
As it is of the invention preferably, the input data of consumption decision simulation includes period data, attribute data and purchase
Thing planning data, wherein, period data and shopping plan data come from the data acquisition module, and attribute data comes from the category
Property generation module.
As of the invention preferred, the shopping plan data needs introducing frequency in the input data of the consumption decision simulation
Rate computing module, the frequency calculation module is used to calculate the relation between the unit price of commodity and the purchase frequency of commodity, commodity
The purchase frequency data of unit price and commodity come from the data acquisition module.
The analysis method of consumer space's behavior analysis system, comprises the following steps in a kind of commercial circle：
Step 1：Data collection steps
System acquisition personal consumption data, spatial behavior data and personal preference data, store in the data acquisition module
In block；
Step 2：Data dissect step
Every business data in dissecting module to the data acquisition module using the data is dissected and calculated,
Calculate mutual regular and probability association between various commercial data；
Step 3：Attribute generation step
The classification and addition of attribute are carried out to user using the attribute generation module, attribute includes the consumption based on user
Data carry out hierarchy of consumption division and the division of user role are carried out comprising the social property based on user.
Step 4：Simulation steps
Between the various commercial data calculated based on the data anatomy module in the attribute tags and step 2 in step 3
Related law, carry out the decision behavior of phantom shoppers.
Commercial circle setting procedure is also preferably included before step 1 as of the invention, and in this step, system user comes
It is manually set the geographic area of commercial circle；Applying step is also included after step 4, system user is derived using application generation module
Using result.
In the present invention, user can be personal different from only being collected in conventional art by collecting detailed business data
Consumption data, but spatial behavior data and personal preference data are in addition also additionally have collected, carry out detailed big data
Analysis.It is such to analyze the not only more effective more targeted consumer psychology for having reacted consumer, also to carrying out consumer's
The simulation of consumption choice provide logical foundations and reality may, and due to spatial behavior data and personal preference data plus
Enter, the diversity that the system of increased is used, no matter which kind of type commercial circle belongs to, and can be applicable the system.
Brief description of the drawings
Fig. 1 is a kind of system architecture schematic diagram of consumer space's behavior analysis system in commercial circle；
Fig. 2 is the data classification schematic diagram of data collection module；
Fig. 3 is attribute generation module, analog module, the schematic diagram using generation module of data.
Specific embodiment
Specific examples below is only explanation of the invention, and it is not limitation of the present invention, art technology
Personnel can make the modification without creative contribution to the present embodiment as needed after this specification is read, but as long as
All protected by Patent Law in scope of the presently claimed invention.
Embodiment one
First, the geographical position for carrying out commercial circle divides.Commercial circle is a relative concept, rather than specifically administrative geography concept,
Its business definition is " shop centered on its site, along certain direction and extended distance ".Further analysis, business
The geographic coverage that the circle customer that refers to prioritizing selection to the shop to consume is distributed, where being exactly in other words shop customer
Geographic range.If for the ease of calculating, can be centered on the primary commercial body of the commercial circle, for example, ocean city paradise is commercially
Body just centered on the city of ocean, centered on certain terrestrial reference hospitality business Ti Jiuyigai hotels, enters by radius of a unified distance
Row map upper drawing circle, the position for being the commercial circle among this circle.
Preferably, the actual division of commercial circle to combine customer geographic location's distribution and administrative distribution and traffic on periphery because
There are the concentration colony that a purchasing power is agreed with and customer base is huge, example in element, such as position nearer outside this radius
Such as nearby there is a university city in position, there is a considerable number of student group in this university city, even if this university city
Outside default radius, but also should be among the limit of consideration of commercial circle consumption.For another example, certain cell some circle
Interior, a part is outer in circle, but the main doorway of the cell all in circle, then this cell can also be arranged on commercial circle consumption
Among the limit of consideration of data.Designer according to the system is different with scientific requirement degree for becoming more meticulous for system,
Also can there is certain change in the setting of commercial circle.
Then, user starts data acquisition, and the mode of data acquisition can be traditional data acquisition modes.Such as questionnaire
Investigation, commission data acquisition company is set up the project, and can also be imported through the customer information of each the main retail shop in commercial circle, institute
Some informations, have eventually formed the business information data of commercial circle, and are stored in the data acquisition module.It is with common
Unlike system, what common data acquisition was collected is often consumption information, the specific Number of Customers in the unit time
Amount, spending amount etc., such information gathering often due to because the uncertainty of client causes that analysis space is extremely limited,
Also cause the analysis system of each business without non-universal because of the difference of business nature.In the present case, data acquisition
The business information that module is collected includes personal consumption data, spatial behavior data, and personal preference data.As shown in Fig. 2 individual
People's consumption data contains category, three major classes of price and the frequency.Category is the category of the commodity of consumer's purchase, this category
Setting be manually set, system designer can call the different classification chart of the level of detail to carry out genealogical classification, to fine journey
Degree requires that system higher can be divided into raw meat, cold cuts, Ke Yizai using more detailed classification chart, such as meat commodity
Each it is divided into meat of poultris and beast meat, also can again carries out import with domestic division.Price is the selling price of commodity, and the frequency is
Buy the frequency of commodity.It should be noted that acquisition and memory phase in data, designer can be with " people " for object of reference
Calculate the information of " purchase ", it is also possible to the information of " sale " is calculated for object of reference with " thing ", the technical program is not done specifically
Limitation.
As depicted in figs. 1 and 2, the spatial row in the corresponding consumption information in the spatial behavior data collecting module collected commercial circle
It is data module, this data comprises at least temporal regularity, spatial homing and associates selection three.Temporal regularity comprises at least two
Individual information a, information is the shopping-time of consumer, such as weekend or conventional operational day, the morning, noon, afternoon or evening
On, working time or quitting time etc., another information are then the duration of consumption, are the very strong short-term purchases of purpose
Thing, still has that the duration is more long, and the more elastic situation of time control can all react in this data, and close
There is other relevances consumption during certain one-time-consumption activity in other words to choose a certain commodity in connection selection.In the present case, associate
Selection is selected comprising commodity association selection and the space correlation of StoreFront.For example, the former, i.e. commodity association selection refers in choosing
When purchasing a certain part shirt, if can arrange in pairs or groups purchase necktie, cuff button or vest etc., and the consumer lines related other business in itself
The consumption of product.And the space correlation selection of the latter, i.e. StoreFront, such as in commercial circle Zhong You shops A and shop B, consumer is in shop A
In consumed, but shop B has extremely strong attraction, or shop B to the consumer in the route of A of going shopping
On, consumer can go to be consumed to shop B, and the association of this consumption and commodity are unrelated in itself, and such case is considered as by system
Association selection.
3rd module is personal preference data acquisition module, and the business information that the module is collected inclines comprising brand
To, cultural tendeney and anlage.These information often can not in itself be directly obtained from commodity, and the information of this part is deposited
In two approach, one is that consumer actively reports to, and the subjective hobby of consumer is such as obtained by substantial amounts of survey；It is another
Individual mode is by the reverse reckoning of the keyword of the free choice of goods.For example, if it is certain shopping mall market has member to disappear in itself
Charge information data, then system can for commodity increase keyword label, by taking a pair of sneakers as an example, can be set as function class/stop
Not busy class, classical money/trend is trendy, domestic brand/import brand, by the consumption information of consumer and retrodicting for merchandise news,
Such data can be obtained.But preferably, still recommending consumer, actively the mode that reports to carries out data acquisition, this logarithm
According to integrality and reasonability have certain benefit.
All collected when above- mentioned information and finished, and be successfully stored in the storage device of system, both can be
The next step that system is built, i.e., analyse module and data in depth parsed using data profile.Data dissect module essence
It is the calculus system for big data, data dissect mass data of the module first to being obtained in step mentioned above and carried out
Screen is selected, and is then carried out mapping and is calculated mapping rule of each data individual event to result.The calculating energy of structuring big data
The height of power determines the practicality of big data.Computational methods are not particularly limited, such as API, Script, SQL, class SQL.Tool
Body, in commercial consumption information mentioned above, the personal consumption information data of final purchase, such as category, price, the frequency are
" fruit " in calculating logic, and each of spatial behavior data and space preference data are specifically, the data of individual event, patrol to calculate
" because " in volume, the data dissect module and can calculate each " because " and/or several associated " because " for final
The regular probability analysis that " fruit " of the commodity of purchase is present.
1. the first behavioral data row name (each row are separated with comma)；
2. it is the data (data per a line use each row of CSV) for the treatment of from the second row to last column.
3. when program uses C4.5 algorithms, the case method create (String [] of DecisionTree classes are called
array,int index)；
Wherein array is the data for the treatment of, and index is the prediction attribute column in processing data.Index is started counting up from 1,
I.e. first row is to be designated as index=0；
Program according to the columns of the first row, can check the data integrity of processing data in data files when running.
The system can also be by the big data being collected into data acquisition module and data anatomy module
Calculate calculate behavior sign objective realm not, Customer clustering, kmeans clustering algorithms mapreduce.
As shown in figure 3, after it experienced above-mentioned Data Collection and data step, having been set up the business of each individual event
Product information, and, after the association of the merchandise news of multiple individual events, for final goods sale/purchase in the case of probability divide
Cloth.As data basis, system will also be associated into attribute generation module mapping relations with these information and these probability distribution.
Attribute generation module introduces the concept of objective group's attribute of consumer, this attribute comprised at least level attributes,
Role attribute and schedule properties.In level attributes, the consumption level of consumer, such as consuming frequency are contained, strike a bargain day gold
The number of volume or moon turnover, unit price interval acceptance of purchase commodity etc..And role attribute is the society according to consumer
The distribution that attribute is carried out, such as role attribute are company administrative personnel, then may associated articles be more office appliance, if angle
Color attribute is housewife, then may associated articles be more to occupy good commodity etc., if role attribute is trend family, can
Can more associated articles be trend fashionable dress, case and bag dress ornament etc..Schedule properties are the purchase plan of consumer, the number of this attribute
According to can not be specific data, but an interval censored data, for example it is set to buy certain type of article of many small numbers, for example purchase
Buy total amount and be how many certain type of article, or nullify that what is do not had a definite purpose goes window-shopping, and is not constrained to
Hand over the amount of money.
It should be noted that data acquisition module mentioned above and data dissect module, for system, it is " visitor
See ", its input for more coming from objective data, and the calculating on the basis of this, be whole system last derivation and
The data source and logical source of simulation.And attribute generation module and the analog module hereafter to be explained are then on the basis of this
Simulation infer.Can be " setting ", if whole system logic be " data "+" condition "=" analog result " if, then
It is data division that data acquisition module and data above dissects module, and attribute generation module is condition part, using generation mould
Block is then the result part of simulation.
As shown in figure 3, have passed through data division and condition part, the system can then be simulated part.Above
Through describing, the logic main body of system can be " people ", or " thing ".If " people ", then what simulation was ultimately generated is
The final simulation purchase path of consumer or purchase situation, if " thing ", then what is simulated is the business list in each commercial circle or commercial circle
Position or there is the pseudo sale situation of a certain type of article in commercial circle.
In the analog module, simulated comprising spatial decision simulation and consumption decision, spatial decision can be considered as consumption
Whether the macrospace selection of person, i.e., can select the commercial circle, in other words, if can further select a certain first-selection in the commercial circle
Project.
The carrying out of the simulation is based on multiple conditions, comprising period data, attribute data and shopping plan data.Wherein, when
Segment data and shopping plan data come from the data acquisition module, and attribute data comes from the attribute generation module.Except this it
Outward, preferably, can also introduce range data, specifically, the geographic position data of the departure place of consumer and consumer come
The data apart from size of commercial circle, afterwards by the calculating simulation of system, can simulate, and whether this kind of Consumer groups can select
The probability of commercial circle consumption is selected, or carrys out the probabilistic model that some or certain several specific retail shops of the commercial circle are consumed.
And the shopping plan data in the input data of the consumption decision simulation of consumer need pull-in frequency computing module,
The frequency calculation module is used to calculate the relation between the unit price of commodity and the purchase frequency of commodity, cargo price and commodity
Purchase frequency data come from the data acquisition module.General, cargo price has individual high frequency purchase interval, and is higher than this
Interval and less than the commodity of this interval price, its purchase frequency can all be remarkably decreased.
In some optimal enforcements example, consumption decision simulation can be understood as the internal logic of the small spatial behavior of consumer,
Consumer's behavior in (small space) in commercial space has the logicality of distinctness.This logic may be considered that in specified conditions
Under be stabilization and it is not modifiable.Under the background of big data, system can really restore such logical process, form imitative
Very.And this emulation can reach and depart from the validity that historical data is freely predicted.
For example, in consumption decision simulation, containing shopping plan information, Role Information and period information, also consumer
Consumption course track and time restriction, then carry out time simulation and spatial simulation.Time simulation is into each meter
The time and residence time of node are drawn, and spatial simulation can simulate target shop and process shop.Target shop is that consumer comes
The main target of consumption, and process shop is then present on the conduct track of consumer, and have necessarily with the consumption role of consumer
Correlation.
After the completion of simulation, real result needs to be generated by application generation module.As described above, data acquisition,
Mapping relations, analog result between each information have all been produced, by these operation results with brief and concise and specific aim
Strong mode is exported, then need to apply generation module.Different designs can be carried out according to function difference using generation module,
As shown in figure 3, can be designed as addressing deduction, scale of construction scale, market orientation, industry situation function, space image, architectural composition, rent
The different functions such as golden planning, brand optimization, shop replacement, space layout, promotion design, marketing push.
In sum, the present invention has the advantages that：
1st, it includes spatial behavior data and personal preference data, it is contemplated that simulation mould is set up in the concrete behavior of consumer
Type.
2nd, due to the integrality of system, the specific commercial activity of different business is gone for.
3rd, after data acquisition is finished, attribute generation module can be relied on to define the consumption attribute of consumer, so as to increase
The validity of simulation behavior.
4th, simulation behavior includes spatial decision and consumption decision, and the Macro Consumption that correspondence can simulate commercial circle consumer is empty
Between selection and microcosmic specific consumer behavior.
5th, the present invention also includes application generation module, shows analog result more directly perceivedly and personalized.
Claims (10)
1. consumer space's behavior analysis system in a kind of commercial circle, comprising data acquisition module, it is characterised in that：The data are adopted
Collection module comprises at least personal consumption data acquisition module, spatial behavior data acquisition module and personal preference data collection mould
Block；
The system is also included：
The data being connected with the data acquisition module dissect module, and the anatomy module is used to analyze the data acquisition module
In business data, and regular link is carried out to the business data；
The attribute generation module that module is connected is dissected with the data, the attribute generation module is based on the data and dissects module
Anatomy result the generation of objective group's attribute is carried out to consumer behavior；
The analog module being connected with the attribute generation module, the analog module be based on it is described anatomy module anatomy result and
The attribute of the attribute generation module is sorted out, and commercial circle commercial activity is simulated.
2. consumer space's behavior analysis system in a kind of commercial circle according to claim 1, it is characterised in that：The individual
Consumption data acquisition module includes category collection, price collection and frequency collection；The spatial behavior data acquisition module is included
Temporal regularity collection, spatial homing gather and associate selection collection；The personal preference data includes the collection of brand tendency, culture
Tendency collection and anlage collection.
3. consumer space's behavior analysis system in a kind of commercial circle according to claim 1, it is characterised in that：The attribute
The Attribute transposition of generation module includes level attributes, role attribute and schedule properties.
4. consumer space's behavior analysis system in a kind of commercial circle according to claim 1, it is characterised in that：The simulation
Module is simulated comprising spatial decision simulation and consumption decision.
5. consumer space's behavior analysis system in a kind of commercial circle according to claim 1, it is characterised in that：The simulation
Module is also connected with applying generation module, and the application generation module is used to call in application request, based on this kind of behavioural analysis system
The data of system dissect the simulation output of generation business data.
6. consumer space's behavior analysis system in a kind of commercial circle according to claim 5, it is characterised in that：The application
Generation module includes addressing judge module, promotion design module.
7. consumer space's behavior analysis system in a kind of commercial circle according to claim 4, it is characterised in that：The consumption
The input data of decision-making simulation includes period data, attribute data and shopping plan data, wherein, period data and shopping plan
Data come from the data acquisition module, and attribute data comes from the attribute generation module.
8. consumer space's behavior analysis system in a kind of commercial circle according to claim 7, it is characterised in that：The consumption
Shopping plan data in the input data of decision-making simulation need pull-in frequency computing module, and the frequency calculation module is based on
The purchase frequency data of the relation between the unit price and the purchase frequency of commodity of calculation commodity, cargo price and commodity come from described
Data acquisition module.
9. the analysis method of consumer space's behavior analysis system in commercial circle described in any one of claim 1-8, its feature are based on
It is to comprise the following steps：
Step 1：System acquisition personal consumption data, spatial behavior data and personal preference data, store in the data acquisition
In module；
Step 2：Every business data during the data dissect module to the data acquisition module is dissected and calculated, and is counted
Calculate the regular and probability association between various commercial data；
Step 3：The attribute generation module carries out the classification and addition of attribute to user, and attribute includes the consumption number based on user
According to carrying out hierarchy of consumption division and carry out comprising the social property based on user the division of user role.
Step 4：Based on the data in the attribute tags and step 2 in step 3 dissect the various commercial data that calculate of module it
Between related law, carry out the decision behavior of phantom shoppers.
10. in a kind of commercial circle according to claim 9 the analysis system of consumer space's behavior analysis method, its feature
It is：Commercial circle setting procedure is also included before step 1, in this step, sets the geographic area of commercial circle；After step 4
Applying step is also included, generation module is derived and applies result.
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