电子商务环境下企业网络营销系统设计

Design of Enterprise Network Marketing System Under E-commerce Environment

随着全球经济一体化、区域化和多极化以及互联网技术的发展,网络信息化进程加快,企业的营销环境和理念也发生着巨大的变化。为使企业快速的适应现在的营销环境和市场竞争状态,本文在电子商务环境下设计了企业网络营销系统。该系统可以分为数据交换层、业务执行层和硬件支撑层。为了能够精准的开发新客户,提高产品销量,降低营销成本,设计了模糊聚类算法,使系统可以根据收集的客户信息,对客户的属性进行细分。采用Apriori算法对客户信息进行数据挖掘,发现客户的消费特征,以对客户进行精准定位。为了验证系统的性能,对其进行客户聚类算法有效性试验和精准营销算法有效性试验。试验结果表明:系统可以客户进行有效的聚类并挖掘客户的消费特征。

With the development of global economic integration,regionalization and multi-polarization as well as Internet technology,the process of network information was accelerating,and the marketing environment and concept of enterprises were also undergoing great changes.To make the enterprise quickly adapted to the current marketing environment and market competition state,the enterprise network marketing system under the environment o e-commerce was designed.The system could be divided into data exchange layer,business execution layer and hardware support layer.To accurately develop new customers,increase product sales and reduce marketing costs,the fuzzy clustering algorithm was designed so that the system could subdivide customer attributes according to the collected customer information.The Apriori algorithm was used to carry out data mining on customer information to discover customer consumption characteristics,so as to accurately locate customers.To verify the performance of the system,the effectiveness tests of customer clustering algorithm and precision marketing algorithm were carried out.The test results show that the system could effectively cluster customers and dig customers'consumption characteristics.