電子商務(wù)中數(shù)據(jù)挖掘方法淺談?wù)撐?/title> <meta name="keywords" content="電子商務(wù)中數(shù)據(jù)挖掘方法淺談?wù)撐?> <meta name="description" content="[論文關(guān)鍵詞]電子商務(wù)Web數(shù)據(jù)挖掘Web日志 [論文摘要]在電子商務(wù)中，數(shù)據(jù)挖掘有助于發(fā)現(xiàn)業(yè)務(wù)發(fā)展的趨勢(shì)，幫助企業(yè)做出正確的決策。本文對(duì)目前電子商務(wù)中的Web數(shù)據(jù)挖掘方法進(jìn)行了總結(jié)，并對(duì)電子商務(wù)中的Web數(shù)據(jù)對(duì)象進(jìn)行了分類，對(duì)網(wǎng)絡(luò)數(shù)據(jù)挖掘的作用進(jìn)行了分析"> <link rel="stylesheet" href="http://www.1-jiu.com/static/css/v2/article.css">  <script type="text/javascript"> var D=new Date(),RAND_STR=D.getUTCFullYear()+"_"+D.getUTCMonth()+"_"+D.getUTCDate()+"_"+(Math.floor(D.getUTCHours()/3)); if((navigator.userAgent.match(/(phone|pad|pod|mobile|ios|android|BlackBerry|MQQBrowser|JUC|Fennec|wOSBrowser|BrowserNG|WebOS|symbian|transcoder)/i))){ document.write('<script type="text/javascript" src="http://www.1-jiu.com/static/js/m.js?'+RAND_STR+'"><\/script>'); } else { document.write('<script type="text/javascript" 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id="5vajrimf" class="main"> <div id="5vajrimf" class="main-left"> <div id="5vajrimf" class="article"> <script type="text/javascript">s("title_top");</script> <h1 class="title">電子商務(wù)中數(shù)據(jù)挖掘方法淺談?wù)撐?/h1> <div id="5vajrimf" class="info"> <span id="5vajrimf" class="time">時(shí)間：2020-07-22 12:45:47 </span> <span id="5vajrimf" class="sm_after_time"></span> <span id="5vajrimf" class="source"><a target="_blank" href="http://www.1-jiu.com/biyelunwen/fanwen/dianzishangwu/" title="電子商務(wù)畢業(yè)論文">電子商務(wù)畢業(yè)論文</a></span> <span id="5vajrimf" class="source"><a target="_blank" href="http://www.1-jiu.com/usr/login.html" title="我要投稿">我要投稿</a></span> </div> <script type="text/javascript">s("content_top");</script> <div id="5vajrimf" class="content"> <p>電子商務(wù)中數(shù)據(jù)挖掘方法淺談?wù)撐?/p> <p>　　[論文關(guān)鍵詞]電子商務(wù)Web數(shù)據(jù)挖掘Web日志</p><p style="text-align: center;"><img loading="lazy" src="https://p.9136.com/00/l/c2dbcec45_2.jpg" alt="電子商務(wù)中數(shù)據(jù)挖掘方法淺談?wù)撐?/></p><p>　　[論文摘要]在電子商務(wù)中，數(shù)據(jù)挖掘有助于發(fā)現(xiàn)業(yè)務(wù)發(fā)展的趨勢(shì)，幫助企業(yè)做出正確的決策。本文對(duì)目前電子商務(wù)中的Web數(shù)據(jù)挖掘方法進(jìn)行了總結(jié)，并對(duì)電子商務(wù)中的Web數(shù)據(jù)對(duì)象進(jìn)行了分類，對(duì)網(wǎng)絡(luò)數(shù)據(jù)挖掘的作用進(jìn)行了分析，為今后電子商務(wù)中實(shí)用Web數(shù)據(jù)挖掘軟件的開發(fā)與應(yīng)用提供了參考。</p><p>　　<strong>一、電子商務(wù)和數(shù)據(jù)挖掘簡介</strong></p><p>　　電子商務(wù)是指個(gè)人或企業(yè)通過Internet網(wǎng)絡(luò)，采用數(shù)字化電子方式進(jìn)行商務(wù)數(shù)據(jù)交換和開展商務(wù)業(yè)務(wù)活動(dòng)。目前國內(nèi)已有網(wǎng)上商情廣告、電子票據(jù)交換、網(wǎng)上訂購，網(wǎng)上銀行、網(wǎng)上支付結(jié)算等多種類型的電子商務(wù)形式。電子商務(wù)正以其成本低廉、方便、快捷、安全、可靠、不受時(shí)間和空間的限制等突出優(yōu)點(diǎn)而逐步在全球流行。</p><p>　　數(shù)據(jù)挖掘(DataMining)是伴隨著數(shù)據(jù)倉庫技術(shù)的發(fā)展而逐步完善起來的。數(shù)據(jù)挖掘主要是為了幫助商業(yè)用戶處理大量存在的數(shù)據(jù)，發(fā)現(xiàn)其后隱含的規(guī)律性，同時(shí)將其模型化，來完成輔助決策的作用。它要求從大量的、不完全的、有噪聲的、模糊的和隨機(jī)的數(shù)據(jù)中，提取人們事先不知道的但又是潛在有用的信息和知識(shí)。數(shù)據(jù)挖掘的過程有時(shí)也叫知識(shí)發(fā)現(xiàn)的過程。</p><p>　　而電子商務(wù)中的數(shù)據(jù)挖掘即Web挖掘，是利用數(shù)據(jù)挖掘技術(shù)從www的資源（即Web文檔）和行為（即We服務(wù)）中自動(dòng)發(fā)現(xiàn)并提取感興趣的、有用的模式和隱含的信息，它是一項(xiàng)綜合技術(shù)涉及到Internet技術(shù)學(xué)、人工智能、計(jì)算機(jī)語言、信息學(xué)、統(tǒng)計(jì)學(xué)等多個(gè)領(lǐng)域。</p><p>　　<strong>二、Web數(shù)據(jù)挖掘?qū)ο蟮姆诸?/strong></p><p>　　Web數(shù)據(jù)有3種類型：HTML標(biāo)記的Web文檔數(shù)據(jù)，Web文檔內(nèi)連接的結(jié)構(gòu)數(shù)據(jù)和用戶訪問數(shù)據(jù)。按照對(duì)應(yīng)的數(shù)據(jù)類型，Web挖掘可以分為3類：</p><p>　　1.Web內(nèi)容挖掘:就是從Web文檔或其描述中篩選知識(shí)的過程。</p><p>　　2.Web結(jié)構(gòu)挖掘:就是從Web的組織結(jié)構(gòu)和鏈接關(guān)系中推導(dǎo)知識(shí)。它的目的是通過聚類和分析網(wǎng)頁的鏈接，發(fā)現(xiàn)網(wǎng)頁的結(jié)構(gòu)和有用的模式，找出權(quán)威網(wǎng)頁。</p><p>　　3.Web使用記錄挖掘：就是指通過挖掘存儲(chǔ)在Web上的訪問日志，來發(fā)現(xiàn)用戶訪問Web頁面的模式及潛在客戶等信息的過程。</p><p>　　<strong>三、電子商務(wù)中數(shù)據(jù)挖掘的方法</strong></p><p>　　針對(duì)電子商務(wù)中不同的挖掘目標(biāo)可以采用不同的數(shù)據(jù)挖掘方法，數(shù)據(jù)挖掘的方法有很多，主要包括下面3大類：統(tǒng)計(jì)分析或數(shù)據(jù)分析，知識(shí)發(fā)現(xiàn)，基于預(yù)測(cè)模型的挖掘方法等。</p><p>　　1.統(tǒng)計(jì)分析。統(tǒng)計(jì)分析主要用于檢查數(shù)據(jù)中的.數(shù)學(xué)規(guī)律，然后利用統(tǒng)計(jì)模型和數(shù)學(xué)模型來解釋這些規(guī)律。通常使用的方法有線性分析和非線性分析、連續(xù)回歸分析和邏輯回歸分析、單變量和多變量分析，以及時(shí)間序列分析等。統(tǒng)計(jì)分析方法有助于查找大量數(shù)據(jù)間的關(guān)系，例如，識(shí)別時(shí)間序列數(shù)據(jù)中的模式、異常數(shù)據(jù)等，幫助選擇適用于數(shù)據(jù)的恰當(dāng)?shù)慕y(tǒng)計(jì)模型，包括多維表、剖分、排序，同時(shí)應(yīng)生成恰當(dāng)?shù)膱D表提供給分析人員，統(tǒng)計(jì)功能是通過相應(yīng)的統(tǒng)計(jì)工具來完成回歸分析、多變量分析等，數(shù)據(jù)管理用于查找詳細(xì)數(shù)據(jù)，瀏覽子集，刪除冗余等。</p><p>　　2.知識(shí)發(fā)現(xiàn)。知識(shí)發(fā)現(xiàn)源于人工智能和機(jī)器學(xué)習(xí)，它利用一種數(shù)據(jù)搜尋過程，去數(shù)據(jù)中抽取信息，這些信息表示了數(shù)據(jù)元素的關(guān)系和模式，能夠從中發(fā)現(xiàn)商業(yè)規(guī)則和商業(yè)事實(shí)。利用數(shù)據(jù)可視化工具和瀏覽工具有助于開發(fā)分析以前挖掘的數(shù)據(jù)，以進(jìn)一步增強(qiáng)數(shù)據(jù)發(fā)掘能力。其他數(shù)據(jù)挖掘方法，如可視化系統(tǒng)可給出帶有多變量的圖形化分析數(shù)據(jù)，幫助商業(yè)分析人員進(jìn)行知識(shí)發(fā)現(xiàn)。</p><p>　　3.預(yù)測(cè)模型的挖掘方法。預(yù)測(cè)模型的挖掘方法是將機(jī)器學(xué)習(xí)和人工智能應(yīng)用于數(shù)據(jù)挖掘系統(tǒng)。預(yù)測(cè)模型基于這樣一個(gè)假設(shè)：消費(fèi)者的消費(fèi)行為具有一定的重復(fù)性和規(guī)律性，這使得商家可以通過分析收集存儲(chǔ)在數(shù)據(jù)庫中的交易信息，預(yù)測(cè)消費(fèi)者的消費(fèi)行為。按消費(fèi)者所具有的特定的消費(fèi)行為將其分類，商家就能將銷售工作集中于一部分消費(fèi)者，即實(shí)現(xiàn)針對(duì)性銷售。</p><p>　　<strong>四、Web挖掘的作用</strong></p><p>　　通過收集、加工和處理涉及消費(fèi)者消費(fèi)行為的大量信息。確定特定消費(fèi)群體或個(gè)體的興趣、消費(fèi)習(xí)慣、消費(fèi)傾向和消費(fèi)需求，進(jìn)而推斷出相應(yīng)消費(fèi)群體或個(gè)體未來的消費(fèi)行為，然后對(duì)所識(shí)別出來的消費(fèi)群體進(jìn)行特定內(nèi)容的定向營銷，節(jié)省成本，提高效率，從而為企業(yè)帶來更多的利潤。</p><p>　　1.優(yōu)化Web站點(diǎn)。Web設(shè)計(jì)者不再完全依靠專家的定性指導(dǎo)來設(shè)計(jì)網(wǎng)站，而是根據(jù)訪問者的信息來設(shè)計(jì)和修改網(wǎng)站結(jié)構(gòu)和外觀。站點(diǎn)上頁面內(nèi)容的安排和鏈接就如超級(jí)市場(chǎng)中物品的擺放一樣，把相關(guān)聯(lián)的物品擺放在一起有助于銷售。網(wǎng)站管理員也可以按照大多數(shù)訪問者的瀏覽模式對(duì)網(wǎng)站進(jìn)行組織，按其所訪問內(nèi)容來裁剪用戶與Web信息空間的交互，盡量為大多數(shù)訪問者的瀏覽提供方便。</p><p>　　2.設(shè)計(jì)個(gè)性化網(wǎng)站。強(qiáng)調(diào)信息個(gè)性化識(shí)別客戶的喜好，使客戶能以自己的方式來訪問網(wǎng)站。對(duì)某此用戶經(jīng)常訪問的地方，有針對(duì)性地提供個(gè)性化的廣告條，以實(shí)現(xiàn)個(gè)性化的市場(chǎng)服務(wù)。</p><p>　　3.留住老顧客。通過Web挖掘，電子商務(wù)的經(jīng)營者可以獲知訪問者的個(gè)人愛好，更加充分地了解客戶的需要。根據(jù)每一類(甚至是每一個(gè))顧客的獨(dú)特需求提供定制化的產(chǎn)品，有利于提高客戶的滿意度，最終達(dá)到留住客戶的目的。</p><p>　　4.挖掘潛在客戶。通過分析和探究Web日志記錄中的規(guī)律，可以先對(duì)已經(jīng)存在的訪問者進(jìn)行分類。確定分類的關(guān)鍵屬性及相互間關(guān)系，然后根據(jù)其分類的共同屬性來識(shí)別電子商務(wù)潛在的客戶，提高對(duì)用戶服務(wù)的質(zhì)量。</p><p>　　5.延長客戶駐留時(shí)間。在電子商務(wù)中，為了使客戶在網(wǎng)站上駐留更長的時(shí)間就應(yīng)該了解客戶的瀏覽行為，知道客戶的興趣及需求所在，及時(shí)根據(jù)需求動(dòng)態(tài)地向客戶做頁面推薦，調(diào)整Web頁面，提供特有的一些商品信息和廣告，以使客戶滿意。</p><p>　　6.降低運(yùn)營成本。通過Web挖掘，公司可以分析顧客的將來行為，進(jìn)行有針對(duì)性的電子商務(wù)營銷話動(dòng)，可以根據(jù)關(guān)心某產(chǎn)品的訪問者的瀏覽模式來決定廣告的位置，增加廣告針對(duì)性，提高廣告的投資回報(bào)率�？梢缘玫娇煽康氖袌�(chǎng)反饋信息，降低公司的運(yùn)營成本。</p><p>　　7.增強(qiáng)電子商務(wù)安全。Web的內(nèi)容挖掘還包括挖掘存有客戶登記信息的后臺(tái)交易數(shù)據(jù)庫�？蛻舻怯浶畔⒃陔娮由虅�(wù)話動(dòng)中起著非常重要的作用，特別是在安全方面，或者在對(duì)客戶可訪問信息的限制方面。</p><p>　　8.提高企業(yè)競爭力。分析潛在的目標(biāo)市場(chǎng)，優(yōu)化電子商務(wù)網(wǎng)站的經(jīng)營模式，根據(jù)客戶的歷史資料不僅可以預(yù)測(cè)需求趨勢(shì)，還可以評(píng)估需求傾向的改變，有助于提高企業(yè)的競爭力。</p><p>　　<strong>五、小結(jié)</strong></p><p>　　本文介紹了在電子商務(wù)中可以被用來進(jìn)行數(shù)據(jù)挖掘的數(shù)據(jù)源，以及可用于電子商務(wù)中的基于Web上的幾種數(shù)據(jù)挖掘技術(shù)。將數(shù)據(jù)挖掘技術(shù)應(yīng)用于電子商務(wù)，對(duì)這些數(shù)據(jù)進(jìn)行挖掘，可以找出這些有價(jià)值的“知識(shí)”，企業(yè)用戶可以根據(jù)這些“知識(shí)”把握客戶動(dòng)態(tài)，追蹤市場(chǎng)變化，做出正確的針對(duì)性的決策，比如改進(jìn)網(wǎng)站、向各類用戶推出個(gè)性化的頁面，或者向高流失客戶群提供優(yōu)惠政策進(jìn)行挽留等等。但是在電子商務(wù)中進(jìn)行Web的數(shù)據(jù)挖掘時(shí)還有很多問題需要解決。例如，如何解決不同國家不同地區(qū)存儲(chǔ)Web數(shù)據(jù)的語義不一致性，如果提供更安全、快捷的服務(wù)方面還有很多工作要做。</p><p>　　<strong>參考文獻(xiàn)：</strong></p><p>　　[1]郝先臣張德干尹國成趙海:用于電子商務(wù)中的數(shù)據(jù)挖掘技術(shù)研究.小型微型計(jì)算機(jī)系統(tǒng)[J].2007(7)786～787</p><p>　　[2]趙煥平等:WEB數(shù)據(jù)挖掘及其在電子商務(wù)中的應(yīng)用.福建電腦[J].2008(1)167</p><p>　　[3]石巖：Web挖掘技術(shù)在電子商務(wù)中的應(yīng)用.科技情報(bào)開發(fā)與經(jīng)濟(jì)[J].2006(7)235～236</p><p>　　[4]凌傳繁:Web挖掘技術(shù)在電子商務(wù)中的應(yīng)用.情報(bào)雜志[J].2006(1)93～94</p> 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