Value Creation For Customers Through Business Intelligence In Online Marketing In China

On-line C2C business has been exploded in China in recent five years. The large amount of products and service information not only has made it difficult for consumers to make purchasing decisions but also made it difficult for business runners to know customers’ preference and real needs. Web sites, which combined with information technologies, have launched various marketing communication to influence consumers’ decision making process and purchasing behaviors. Business intelligence however has converted into a brand new recommendation system to induce customers and potentially have the possibility to influence consumers’ purchasing patterns.Usually business intelligence was used as internal strategic making because it provides sales volume data, number of clicks of an individual product, acquisition rate, retention rate and etc. Chinese business runners are really brilliant and they use these data and numbers to market persuading, which cause huge changes in the B2C environment. For the sake of business runners, it can help reduce the cost on marketing efforts and boost sales. For the consumers’ aspect, it can improve the quality of buying.The theses will start from recommendation system and considers that the theory behind the phenomenon is the intelligent and wise choice made by people. Then would bring up two research questions:(1) Is there any relation between IB marketing and consumers’ purchasing behaviors, and what kind of impact it will have on consumers’ value?How to deliver the value to online consumers? (2) What are the critical success factors of IB, and is there any shortcomings that would damage consumers’ benefits?Later would study the effectiveness of the business intelligence recommendation system and point out the potential problems and the suggestions for the solutions.