Abstract: The information technology must be combined with business principle with the depth development of electronic commerce requirement. Most of the existing personalized recommender systems emphasize the accuracy of the recommendation, while ignoring the profit and the diversity of the recommended results. In this paper, the decision making process of consumer and enterprise is set up, and the process of shopping decision making is simplified into consciousness and satisfaction. The decision of the enterprise is divided into the recommended response and profit. Under the goal on profit maximization, a three-layer structure is designed. The experimental results show that the accuracy of the recommendation, diversity and profit margins, have achieved good level.

Key words: personalized recommendation, decision-making, accuracy, diversity, profit margins

摘要： 电子商务的深度发展要求信息技术必须与商务原理结合。现有的个性化推荐系统大多强调推荐内容的精准性，而忽视了推荐结果的利润性和推荐列表的多样性。从消费者与企业的决策过程出发，将消费者购物决策过程简化为意识与满意，将企业决策分为推荐回应与利润计算，以企业推荐商品的利润最大化为目标，设计了一个三层结构的个性化推荐系统，给出了数据支持层、类别分类层和推荐结果层的逻辑算法。针对该系统的实验结果表明，在推荐精准度、多样性和利润度上，都达到较优效果。

关键词: 个性化推荐, 决策过程, 精准度, 多样性, 利润度