Research Of Customer Demand For Bus Products Based On Website Access Behavior

With the spread of the Internet, more and more bus enterprises are carrying out business activities via enterprise web site of marketing type. The mass, clean visiting behavior data provides an important data source for enterprises to gain customer needs. However, these data cannot be used directly. How to extract useful customer demand information from visiting behavior data is becoming one of the important problems that the bus enterprises need to be solved.This paper aims to research on customer demand data acquisition method of access behavior based on bus enterprise website of marketing-type. Specificly, the following three key problems are included:(1) Study the customer requirement of coach products on knowledge representation and construction method. Aiming at customer needs utility extracted from coach enterprise web marketing access, the paper proposes customers demand of coach products on knowledge representation and construction method based on ontology, including concept model, knowledge base template and knowledge acquisition.Among them, a mapping method is proposed in view of the conceptual model to convert customer needs formalization into knowledge representation based on ontology; two kinds of representation is proposed in view of the knowledge base template that it could be divided into logical structure and collection point; a web page templates extracting method of marketing website is proposed in view of the knowledge acquisition that the extracting methods should based on wrapper induction(2) Extraction method of customer requirement characteristics in coach product reviews text. In terms of characteristics of remarking texts in bus enterprise website of marketing type, this paper puts forward the concept of demand trigger and puts forward a kind of extraction method consisting of three steps based on the concept: product key word identification, basic demand detection and basic needs content identification. Among which, the basic demand detection can be divided into three types-parameter type needs, Boolean type needs, and emotional type needs, and studies needs trigger word characteristics and acquisition method for basic demand the of three kinds(3) Customer requirement clustering method of car product based on access behavior to enterprises website of marketing-type. This paper makes pragmatic analysis for customer needs based on access behavior data for bus enterprise website of marketing-type, and puts forward a customer clustering method of similar preference accordingly. The method includes three aspects-data modeling, customer clustering and characteristics summarizing. This paper designs "visitors-Pages" customer demand utility data model, and put forwards two-step conversion method.A set of requirements elicitation system for bus companies is designed and realized based on the above research. It has been applied one large-scale coach company and has achieved good effect.