論電子商務中數據挖掘技術的應用

電子商務論文編號:DZ069  論文字數:11760,頁數:19
目  錄

1  前言 ............................................................2
1.1背景............................................................ 2
1.2研究現狀 ........................................................2
2  電子商務中信息服務的特點........................................ 3
2.1企業信息需求的新特點 ............................................3
2.2信息服務的新特點................................................ 4
3  電子商務中的數據挖掘技術 ........................................4
3.1關聯分析（association analysis）................................ 5
3.2數據分類（data classification）................................. 6
3.3聚類分析（clustering analysis） .................................6
3.4序列模式挖掘（sequence pattern mining） .........................7
4 電子商務中數據挖掘技術的應用 .....................................8

4.1企業電子商務中對信息服務挖掘利用的基本方案 ......................8
4.2 Our Mall方便購的關聯規則分析網絡營銷策略 .......................10
5  總結............................................................ 15
5.1基于Web數據挖掘技術的電子商務模式興起........................... 15
5.2總結 ............................................................16

摘    要

    電子商務作為蓬勃發展的新經濟里的典型代表，沖擊著人們千百年來形成的商務觀念與模式。但隨著Internet的普及，信息過量問題使得我們必須及時發現有用知識，提高信息利用率。數據挖掘被認為是解決“數據爆炸”和“數據豐富，數據貧乏”的一種有效方法。
本文首先探討了在電子商務環境下，信息服務以及企業對信息服務需求的新特點。其次闡述了能夠應用于電子商務活動中的數據挖掘技術。再者分析了電子商務中數據挖掘技術的應用方案和企業案例。全文旨在說明數據挖掘技術（尤其是聚類分析和關聯分析）將在未來的市場競爭中發揮越來越重要的作用，為企業贏得更多的商業價值。

【關鍵詞】電子商務  信息過量  數據挖掘  聚類分析

Abstract

E-commerce has become the typical representation in the flourish, new economy that is impacting the Business concepts and models of people formed for thousands of years. But with the popularity of the Internet, information overload has enabled us to discover useful knowledge timely, increase the rate of utilization of information. Data mining is considered to be one of effective methods to resolve 'data explosion' and 'data rich, information poor'.
This paper firstly discusses information services and new features of demand of that to enterprises. Secondly it expounds data mining technology and that can be used for e-commerce activities. Then it analyzes of application programme and business cases with data mining technology in e-commerce. The full text seeks to clarify data mining technology ( clustering analysis and association analysis especially ) will play an increasingly major role in the rather stiff market competition in the future, which enable enterprises to gain more commercial value.

【Key Words】E-commerce; Information overload; Data mining;
Clustering analysis