基于Web使用模式挖掘的个性化电子商务策略

Strategy of personalized electronic commerce based on Web usage mining

电子商务是新兴的现代商业模式,Web数据挖掘是先进的信息处理技术。随着商业信息和数据的急剧增加,如何有效地分析和利用信息成为企业共同关注的问题。本文介绍了Web数据挖掘技术的定义、应用流程以及几种主要技术,并对Web使用模式挖掘在个性化电子商务中的客户细分、驻留客户、站点改进和交叉销售等应用策略进行了探讨。

Electric commerce is a fire-new business mode, and Web data mining is a promising new technology to transact information. With business information and data being increased exponentially, it is becoming a hot issue for corporations to analyze and utilize the information. This paper firstly introduces the definition of Web data mining and its processes. Then it discusses mainly techniques of Web mining. At last, the application strategies of Web usage mining in personalized electronic commerce are discussed.