Journal of Intelligence and Information Systems (지능정보연구)

Korea Intelligent Information System Society (한국지능정보시스템학회)
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A Network Approach to Derive Product Relations and Analyze Topological Characteristics

백화점 거래 데이터를 이용한 상품 네트워크 연구

  • Kim, Hyea-Kyeong (School of Business Administration & Management Research Institute, Kyunghee University) ;
  • Kim, Jae-Kyeong (School of Business Administration & Management Research Institute, Kyunghee University) ;
  • Chen, Qiu-Yi (School of Business Administration & Management Research Institute, Kyunghee University)
  • 김혜경 (경희대학교 경영대학&경영연구원) ;
  • 김재경 (경희대학교 경영대학&경영연구원) ;
  • Received : 2009.11.30
  • Accepted : 2009.12.16
  • Published : 2009.12.31
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Abstract

We construct product networks from the retail transaction dataset of an off-line department store. In the product networks, nodes are products, and an edge connecting two products represents the existence of co-purchases by a customer. We measure the quantities frequently used for characterizing network structures, such as the degree centrality, the closeness centrality, the betweenness centrality and the centralization. Using the quantities, gender, age, seasonal, and regional differences of the product networks were analyzed and network characteristics of each product category containing each product node were derived. Lastly, we analyze the correlations among the three centrality quantities and draw a marketing strategy for the cross-selling.

본 연구에서는 기업에 이미 전산화되어 표준적인 형태로 존재하는 거래데이터를 이용하여 상품을 노드(node)로 놓고 동일 고객이 구매한 상품을 연결선(edge)으로 이은 상품 네트워크를 구성하였다. 사회 네트워크 분석에 널리 이용되는 중심성(Centrality)과 집중도(Centralization)를 구해서 고객의 구매패턴에서 중심이 되는 상품을 파악하였으며, 다른 상품들과 직간접적으로 연계되어 판매되는 상품관계의 총체적 흐름을 파악하고자 하였다. 또한성별, 연령별, 판매지역, 그리고 계절별 고객의 구매활동으로부터 도출되는 상품 네트워크에서 어떤 차이가 나타나는지 네트워크의 관점에서 밝히고자 하였다. 본 연구의 결과는 상품간의 구매관계 정보를 이용하여 교차판매, 상향판매, 그리고 추가판매 등을 보다 적극적으로 유도함으로써 기업의 매출증대와 더불어 판매상품의 다양성을 확보하기 위한 전략구축 방법과 평가 방법을 제시한다.

Keywords

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