论电子商务中数据挖掘技术的应用

论文编号:DZ069  论文字数:11760,页数:19

摘    要

    电子商务作为蓬勃发展的新经济里的典型代表，冲击着人们千百年来形成的商务观念与模式。但随着Internet的普及，信息过量问题使得我们必须及时发现有用知识，提高信息利用率。数据挖掘被认为是解决“数据爆炸”和“数据丰富，数据贫乏”的一种有效方法。
本文首先探讨了在电子商务环境下，信息服务以及企业对信息服务需求的新特点。其次阐述了能够应用于电子商务活动中的数据挖掘技术。再者分析了电子商务中数据挖掘技术的应用方案和企业案例。全文旨在说明数据挖掘技术（尤其是聚类分析和关联分析）将在未来的市场竞争中发挥越来越重要的作用，为企业赢得更多的商业价值。

【关键词】电子商务  信息过量  数据挖掘  聚类分析

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

目  录

1  前言 ............................................................2
1.1背景............................................................ 2
1.2研究现状 ........................................................2
2  电子商务中信息服务的特点........................................ 3
2.1企业信息需求的新特点 ............................................3
2.2信息服务的新特点................................................ 4
3  电子商务中的数据挖掘技术 ........................................4
3.1关联分析（association analysis）................................ 5
3.2数据分类（data classification）................................. 6
3.3聚类分析（clustering analysis） .................................6
3.4序列模式挖掘（sequence pattern mining） .........................7
4 电子商务中数据挖掘技术的应用 .....................................8

4.1企业电子商务中对信息服务挖掘利用的基本方案 ......................8
4.2 Our Mall方便购的关联规则分析网络营销策略 .......................10
5  总结............................................................ 15
5.1基于Web数据挖掘技术的电子商务模式兴起........................... 15
5.2总结 ............................................................16