The Research And Application Of Customer Behavior Analysis Based On Web Data Mining

Currently Internet is the most intensive and abundant source of information in the world.It is also an important mean of accessing information. Internet has changed the traditional business model. In the modern e-business model, the customer relationship management is also facing a new challenge. Improving and enhancing the relationship between enterprises and customers becomes the core content of customer relationship management. Enterprises change from the "product-centric" to "customer-centric". Analyzing the purchasing behavior of customers becomes the focus of the competition among enterprises. The enterprises should find out all kinds of information from customers and ajust their marketing strategy according to the information.In the process of e-business development, the analysis of customer behavior appears more and more problems. How to keep the existing customers and excavate the potential customers? How to implement interselling or related selling to customers successfully? How to prevent the fraud from customers? These problems have become the key issues which affect the success of e-business. As a latest technoloty of web information analysis, web data mining becomes an exact soluction which is better for the e-business running.The dissertation researches the customer relationship management at the theory angle, and it discusses the definition, classification and operational processes of customer relationship management. Through the analysis and comparison, the dissertation explains the content and advantages of customer behavior analytics, researches the web data mining technology, probes the analyzing method of web data mining, data sources and the main appliction of web data minning in customer behavior analytics. Based on the theoretical analysis, the customer behavior analytics model framework based on web data mining has been proposed. Customer behavior analytics is modeled through the SPSS Clementine data mining modeling software for the accumulated sales transaction data of steel logistics enterprises. The steel online e-business platform is achieved under the visualization technology and Microsoft.NET technology platform. It helps customers in enterprises to implement the online trading through analysis modules of visualization customer behavior. On the other side, it accelerates the velcity of circulation of steel and enhances the competitiveness of enterprises.The innovations of the dissertation are mainly shown as follows:First of all, the dissertation analyzes the customer relationship managemment theory which indicates cusomer behavior analysis is the core of modern e-business. Based on the research of the advantages of web data mining, a modeling framework of customer behavior analytics based on web data mining is proposed, and a business process of a visual customer behavior analytics has been achieved.Secondly, the dissertation reengineers the traditional steel logistics by the business process. Customer behavior analytics framework is introduced which combines with the data model of steel logistics enterprises. In a unitedly integrated e-business platform—the steel online, each function part of the steel logistics is achieved. The dissertation achieves the effectively attempt for breaking the bottleneck of the steel logistics enterprises development.The dissertation is supported by the production management system project of the steel logistics enterprice. It has the instructional significance for the information construction of the steel logistics enterprises and the development of e-business.