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论文编号：	6799
作者编号：	2120122997
上传时间：	2014/12/6 15:07:37
中文题目：	大数据平台下电子商务营销模式研究
英文题目：	An Analysis of E-Commerce Marketing Mode Based on Big Data
指导老师：	吴晓云
中文关键字：	大数据;电子商务;消费者行为分析;数据挖掘;关联分析
英文关键字：	Big Data;Electronic Commerce;Customer Behavior Analysis;Data Mining;Association Rules
中文摘要：	随着互联网电子商务的高速发展，用户通过电子商务网站网络购物的比重越来越大,这促使电子商务企业在营销模式上不断创新来满足客户需求。客户的思维和行动模式，体现在各种各样的数据之中。通过对消费者的海量数据进行分析和挖掘从而构建消费者的兴趣和需求模型，有针对性的改善电子商务营销策略。为进一步探索电子商务市场的营销模式，本文综合利用统计分析、特征分析、关联分析等数据处理方法，从多角度多维度对大数据背景下的电子商务营销战略进行研究，主要工作如下： 1.针对当下电子商务发展状况及大数据技术趋势进行分析，本文引入数据挖掘等统计方法,研究顾客在群体水平上的统计性质,分析顾客购买数据关系、对比不同商品销售数据之间的关联性。通过案例分析得到了一些有用的研究结果，为进一步的市场细分营销提供了依据。 2.利用电子商务大数据中广泛存在的关联关系，本文研究了基于相关性的市场划分问题，引入多种关联计算方法。在此基础上应用数据挖掘算法进行关联分析，实现对顾客、商品的划分并进一步提取出有用的电子商务营销推荐系统。 通过上述问题的研究，可为我国电子商务领域的基于大数据的市场营销模式提供良好的研究思路和方案，并为其他相关领域的应用问题提供相应的技术支持。
英文摘要：	With the rapid development of the Internet, it becomes more prevalent that users go shopping through e-Commerce web sites which prompt the perpetual innovation of marketing models to meet the customers’ requirements. As a kind of important information the internet data reflects customers’ intent and modes of behaviors. Through analyzing and mining them, the interest and purchase intent of customers can be obtained by building customer interest model an customer demand model. By using those models, e-Commerce companies can change marketing strategies. To further explore the e-Commerce market, this thesis comprehensively utilizes the statistical analysis, the feature analysis, and correlation analysis to analyze e-Commerce marketing mode based on Big Data. In summary, the thesis includes the following works: 1.In view of the development status of e-commerce and big data technology, we introduce methods from data mining to study statistics driven by customers at the population level, analyze the relationship between the different customers’ data and different goods data. Through empirical analysis we obtained some useful results which provide basis for further market segmentation. 2.With the multi-relationship which exist widely in e-commerce data, the market segmentation research problems based on big data have been investigated in this thesis. In this way, the traditional data mining algorithms for Correlation analysis can be applied to implement the e-Commerce marketing mode based on Big Data Good research ideas and programs in e-Commerce Marketing Mode on big data fields can be supplied if we conduct above works, such as the data mining. More than that, our works can offer appropriate suggestions for applications in other related fields.
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