The Application of Association Rules in Retail Marketing Mix

With the development of information technology, retail companies have accumulated a huge amount of data which may be potentially valuable but currently untapped. In a changing competitive environment, the usage of data mining to tap the potential knowledge and its decision-supporting applications has a crucial implication for retailer in competitiveness raise which is consisted of rational marketing mix, cost reduction and customer loyalty improvement. The paper emphasized on conceptually introduction for practical applications of association rules in marketing stratagem. The efforts are dedicated to benefit rational marketing mix of retail enterprises.