大数据驱动的消费市场的全景响应式营销管理与决策研究

项目来源

国家自然科学基金(NSFC)

项目主持人

黄敏学

项目受资助机构

武汉大学

项目编号

91746206

立项年度

2017

立项时间

未公开

研究期限

未知 / 未知

项目级别

国家级

受资助金额

240.00万元

学科

管理科学-工商管理-市场营销

学科代码

G-G02-G0207

基金类别

重大研究计划-重点支持项目-大数据驱动的管理与决策研究

关键词

全景洞察 ; 响应型管理 ; 营销模型 ; 消费市场 ; 大数据分析 ; big data analysis ; marketing model ; panoramic insight ; prescriptive management ; consumer market

参与者

张晗;吴黎兵;樊红;朱华伟;张广玲;戴宾;朱福喜;廖以臣;王长征

参与机构

美国佐治亚理工学院

项目标书摘要:在大数据时代,作为中国经济主要推动力的消费市场面临着巨大挑战,消费行为日益个性化、场景化和移动化,经典的管理者驱动的控制型营销管理与决策模式难以适应,需要利用大数据赋能来构建以市场为中心的顾客驱动的全景式响应型营销管理与决策体系。结合已有的领域知识,本项目基于“用户—产品—场景”三元交互的复杂网络模型来构建消费市场大数据体系,并提出“原生—类别—内隐”的三层标签知识体系,来实现对消费市场的“全景式洞察—智能化响应—持续性迭代”的响应型营销服务支持模式,实现传统制造企业的营销管理决策升级。为了解决消费市场个体数据的缺失性和降低个性化营销的繁杂性,本项目利用三元交互网络的群体性和群内偏好的相似性,从中观群体切入来实现立足个体和兼顾整体的全景式洞察;同时,利用用户创造内容作为语料,并结合营销领域知识来智能化生成响应型策略库;最后,利用地理信息蕴含的场景化特征,来协同响应策略的执行与迭代优化。

Application Abstract: In the era of big data,there exists tremendous challenge in the consumers market,which is the major driving force for Chinese economy.Previous years have witnessed an increasing trend of individualization and mobilization in consumption behavior,which critically depends on different scenarios.Classic marketing management and decision system,controlled by managers,has a demanding time in adapting to these changes.This calls for building a panoramic and prescriptive marketing management and decision system that is customer centered and empowered by big data.Drawing from previous knowledge,this project utilizes complex network model that features the“user-product-situation”tri-interaction and establishes consumers market big data system.Furthermore,we propose a three-layered knowledge tag system that includes“original-categorized-implicit”and intend to generate panoramic insights,intelligent response and continuous iteration to build a prescriptive marketing and service support system,which upgrades the marketing management in traditional manufacturing firms.To address the issue of missing individual data in consumers market and reduce the complexity of targeted marketing,this project takes the approach of medium level of groupment and similarity of within group preference,which undertakes the panoramic viewpoint of both individuals and entire group.Furthermore,we treat user-generated content as corpus and integrate marketing expertise to formulate intelligent database of prescriptive strategy.Eventually,we will take advantage of rich scenario attributes embedded in geographical information to implement and iterate synergistic prescriptive marketing strategy.

项目受资助省

湖北省

项目结题报告

大数据驱动的消费市场的全景响应式营销管理与决策研究结题报告(全文)

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  • 1.Urban Traffic Signal Control with Reinforcement Learning from Demonstration Data

    • 关键词:
    • Decision making ; Deep learning ; Demonstrations ; Efficiency ; Learning systems ; Traffic signals ; Travel time ; Urban transportation;Ape;X DQN ; Decisions makings ; Demonstration learning ; Expert knowledge ; Learning from demonstration ; Reinforcement learning models ; Reinforcement learnings ; Traffic signal control ; Transportation efficiency ; Urban traffic signal control
    • WangMin;WuLibing;LiJianxin;WuDan;MaChao
    • 《2022 International Joint Conference on Neural Networks, IJCNN 2022》
    • 2022年
    • July 18, 2022 - July 23, 2022
    • Padua, Italy
    • 会议

    Reinforcement learning has been applied to various decision-making tasks and has achieved high profile successes. More and more studies have proposed to use reinforcement learning (RL) for traffic signal control to improve transportation efficiency. However, these methods suffer from a major exploration problem, and their performance is particularly poor. And even fail to quickly converge during the initial stage when interacting with the environment. To overcome this problem, we propose an RL model for traffic signal control based on demonstration data, which provides prior expert knowledge before RL model training. The demonstrations are collected from the classic method self-organizing traffic light (SOTL). It not only serves as expert knowledge but also explores and improves the entire decision-making system. Specifically, we use small demonstration data sets to pre-train the Ape-X Deep Q-learning Network (DQ N) for traffic signal control. When training a RL model from scratch, we often need a lot of data and time to learn a better initialization. Our approach is dedicated to making the RL algorithm converge quickly and accelerating the pace of learning. Extensive experiments on three urban datasets confirm that our method performs better with faster convergence and least travel time than the current RL-based methods by an average of 23.9%, 23.8%, 11.6% © 2022 IEEE.

    ...
  • 2.Lamina: Low Overhead Wear Leveling for NVM with Bounded Tail

    • 关键词:
    • Dynamic random access storage ; Memory architecture;Average values ; Extreme deviations ; Frequency sampling ; Low overhead ; Lower frequencies ; Management technologies ; Sampling schemes ; Upper limits ; Wear degrees ; Wear;Leveling
    • HuangJiacheng;PengMin;WuLibing;XueChunJason;LiQingan
    • 《27th Asia and South Pacific Design Automation Conference, ASP-DAC 2022》
    • 2022年
    • January 17, 2022-January 20, 2022
    • Virtual, Online, Taiwan
    • 会议

    Emerging non-volatile memory (NVM) has been considered as a promising candidate for the next generation memory architecture because of its excellent characteristics. However, the endurance of NVM is much lower than DRAM. Without additional wear management technology, its lifetime can be very short, which extremely limits the use of NVM. This paper observes that the tail wear with a very small percentage of extreme deviation significantly hurts the lifetime of NVM, which the existing methods do not effectively solve. We present Lamina to address the tail wear issue, in order to improve the lifetime of NVM. Lamina consists of two parts: bounded tail wear leveling (BTWL) and lightweight wear enhancement (LWE). BTWL is used to make the wear degree of all pages close to the average value and control the upper limit of tail wear. LWE improves the accuracy of BTWL by exploiting the locality to interpolate low-frequency sampling schemes in virtual memory space. Our experiments show that compared with the state-of-the-art methods, Lamina can significantly improve the lifetime of NVM with low overhead. © 2022 IEEE.

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  • 4.Everyone in SDN Contributes: Fault localization via well-designed rules

    • 关键词:
    • ;Data plane security;Data planes;Data-plane;Fault localization;Faulty node;In networks;Probe-based;Probing;Probing techniques;SDN
    • Hu, Zhijun;Wu, Libing;Li, Jianxin;Ma, Chao;Shi, Xiaochuan
    • 《41st IEEE International Conference on Distributed Computing Systems, ICDCS 2021》
    • 2021年
    • July 7, 2021 - July 10, 2021
    • Virtual, Washington, DC, United states
    • 会议

    Probing techniques are widely used to identify faulty nodes in networks. Existing probe-based solutions for SDN fault localizationcan focus on two ways: per-rule and per-path. Both promote some certain switches to reporters by installing on them report rules. To avoid hindering other test packets, such report rules must vary between tests or be deleted before a next test, thus incurring excessive consumption on either TCAM resources of switches or bandwidth reserved for control messages. In this paper we present Voyager, a hybrid fault localization solution for SDN that fully combines the advantages of per-rule and per-path tests. Voyager significantly reduces the number of report rules and allows them to reside and function in switches persistently. With only one well-designed report rule for each switch installed, Voyager pinpoints faulty switches easily and tightly by sending test packets straight. Tests in Voyager are parallelizable and report rules are non-invasive. The performance evaluation on realistic datasets shows that Voyager is 24.0% to 92.3% faster than existing solutions. © 2021 IEEE.

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  • 5.Privacy-Aware Key Task Scheduling in Vehicular Networks Based on Incentive Mechanism

    • 关键词:
    • Vehicle transmissions;Scheduling;Data communication systems;Data privacy;Data transfer;Data perturbation;Encryption schemes;Experimental evaluation;Incentive mechanism;Lightweight encryption;Multi dimensional;Security and privacy;Vehicular networks
    • Xia, Youhua
    • 《22nd IEEE International Conference on High Performance Computing and Communications, 18th IEEE International Conference on Smart City and 6th IEEE International Conference on Data Science and Systems, HPCC-SmartCity-DSS 2020》
    • 2020年
    • December 14, 2020 - December 16, 2020
    • Virtual, Fiji, Fiji
    • 会议

    The introduction of a lightweight encryption scheme in the vehicular network has improved the reliability and security of data transmission substantially among vehicles. However, it is still not guaranteed that all vehicles comply with the encryption scheme throughout the whole operation period, considering the inherent selfishness of each participant. Apart from that, the data scheduling issue is another major concern in the vehicular network due to the high-speed mobility of vehicles. To tackle these issues, a multi-objective and multi-dimensional incentive mechanism is developed in this paper to achieve privacy-Aware data scheduling for vehicles. This mechanism is designed to encourage vehicles to carry out different tasks by providing relevant incentives while maximizing the overall utility of the network. Additionally, security and privacy of data transmission between vehicles and cloud servers are realized through a data perturbation approach. Experimental evaluation shows that the proposed incentive mechanism is better than the traditional methods when it comes to maximizing the number of participants and completed key tasks. © 2020 IEEE.

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  • 6.Loop2Recursion: Compiler-Assisted Wear Leveling for Non-Volatile Memory

    • 关键词:
    • Wear of materials;Computer aided design;Phase change memory;Compiler-assisted;Memory overheads;Non-volatile memory;Non-volatile memory technology;Phase change memory (pcm);State-of-the-art methods;Superior feature;Write endurances
    • Li, Wei;Wu, Libing;Yuan, Mengting;Xue, Chun Jason;Xue, Jingling;Li, Qingan
    • 《38th IEEE International Conference on Computer Design, ICCD 2020》
    • 2020年
    • October 18, 2020 - October 21, 2020
    • Hartford, CT, United states
    • 会议

    Non-Volatile Memory (NVM) technologies, such as Phase Change Memory (PCM), herald the next generation of main memory as they offer superior features compared with DRAM. Unfortunately, NVM's limited write endurance hinders its adoption as its lifetime can be extremely short under skew writes. This paper observes that the loops in programs are one of the primary causes of uneven writes as they introduce the hot data and cause a large number of stack frames to be allocated to the same locations. To alleviate this problem, we present Loop2Recursion, a compile-time wear leveling technique for transforming loops into recursions automatically. Our approach is flexible as it can avoid a substantial memory overhead by limiting the depth of recursion. Experimental results demonstrate that Loop2Recursion can significantly improve the wear leveling over stack area compared to the state-of-the-art methods, while incurring only negligible performance overhead.
    © 2020 IEEE.

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  • 7.Towards Reliable Message Dissemination for Multiple Cooperative Drivings: A Hybrid Approach

    • 关键词:
    • Information dissemination;Cooperative communication;Internet protocols;Efficiency;Scheduling;Sustainable development;Motor transportation;Vehicular ad hoc networks;Beacon disseminations;Environmental sustainability;Medium access method;Message dissemination;Numerical experiments;Shared communication channels;Time division multiple accesses (TDMA);Time synchronization
    • Liu, Bingyi;Yu, Chunli;Han, Weizhen;Jia, Dongyao;Wang, Jianping;Wang, Enshu;Lu, Kejie
    • 《29th International Conference on Computer Communications and Networks, ICCCN 2020》
    • 2020年
    • August 3, 2020 - August 6, 2020
    • Honolulu, HI, United states
    • 会议

    A group of connected and autonomous vehicles (CAVs) with common interests can drive in a cooperative manner, namely cooperative driving, which has been verified to significantly improve road safety, traffic efficiency and environmental sustainability. A more general scenario that various types of cooperative driving applications such as truck platooning and vehicle clustering, will coexist on roads in the foreseeable future. To support such multiple cooperative drivings, it is critical to design an efficient message dissemination scheduling in a shared communication channel. Most ongoing research suggests using the time-division multiple access (TDMA) method on top of IEEE 802.11p as a potential remedy. However, TDMA requires time synchronization and is not flexible, especially in the multiple cooperative drivings scenario where the beacon frequency needs to be updated and the number of cooperative drivings changes to meet the time-varying traffic conditions. In this paper, we focus on the study of the message dissemination protocol for platooning, a typical and well-known cooperative driving pattern. Specifically, we proposed a hybrid message dissemination protocol which aims at guaranteeing the reliable delivery of beacon messages for a multi-platooning system. We first adopt a TDMA-based medium access method for intra-platoon communication to improve the reliability and efficiency of beacon dissemination. We then present a token-passing medium access method for inter-platoon communication, which maps platoons into a token ring to schedule their beacon transmission time. We conduct extensive numerical experiments to validate the effectiveness of our protocol. © 2020 IEEE.

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