In the social business platform, continuous marketing to consumers can fully explore the consumer purchasing potential. However, since consumers can be influenced by their social friends, their tastes often change, which resulting in the cold start problem of familiar users (CSPFU), and the traditional product recommendation methods are difficult to achieve satisfactory results because they focus on identifying the preferable new products instead of boring familiar products. Therefore, a consumer multi-stage compensation product evaluation model (CMCPEM) based on the multidimensional correlation of products and customers to identify the products that consumers may feel tired is proposed. Specifically, the multidimensional correlation indexes are firstly proposed to depict the preferences of the consumer for the target product to be identified, other consumers who have social contagion and structural equivalence relationships with the consumer and other consumers of homogeneous products. After the direct linear, non-linear and indirect fusion of these multidimensional correlation indexes, the compensation indexes (CIs) are proposed to comprehensively describe the first stage of product evaluation process of consumers. Then, J test in the non-nested model is used to screen out the non-nested CIs that consumers focus on. Finally, in the third stage, the final decision result is given by comprehensively considering CIs that consumers focus on and the indexes that represent consumers’ favorite. Experiment results on YELP data confirm the effectiveness of CMCPEM in successfully launching the continuous marketing campaign.

中文翻译：

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基于识别消费者无聊产品的社交电商平台持续营销

在社交电商平台上，对消费者进行持续营销，可以充分挖掘消费者的购买潜力。然而，由于消费者会受到社交朋友的影响，他们的口味经常发生变化，从而导致熟悉用户（CSPFU）的冷启动问题，而传统的产品推荐方法由于专注于识别更喜欢的产品而难以获得满意的结果。新产品而不是乏味的熟悉产品。因此，提出了一种基于产品与顾客多维相关性的消费者多阶段补偿产品评价模型（CMCPEM），以识别消费者可能会感到疲倦的产品。具体来说，首先提出多维相关性指标来刻画消费者对待识别目标产品的偏好，与同质产品的消费者和其他消费者具有社会传染性和结构对等关系的其他消费者。在将这些多维相关指标直接线性、非线性和间接融合后，提出补偿指标（CI）来全面描述消费者对产品评价过程的第一阶段。然后用非嵌套模型中的J检验筛选出消费者关注的非嵌套CI。最后，在第三阶段，综合考虑消费者关注的CI和代表消费者喜爱的指标，给出最终的决策结果。YELP 数据的实验结果证实了 CMCPEM 在成功启动持续营销活动方面的有效性。