The Research And Application On Data Mining Of E-commerce

With the rapid development of network technology and the high improvement of social informationization in the age of information and knowledge, the traditional commerce is experiencing a great revolution, while the e-commerce reveals its enormous market value and business potential. As an emerging model, e-commerce is a modern running style through the media of network, by the means of modern information technology, and to the focus of economic benefits. It aims to realize the webification, automation and intellectualization of business affairs.E-commerce has influenced enterprises'management principle, supervisor approach and medium of payment, bringing dramatic change in all fields of society. When it is applied to enterprises, the information system gets exploding quantitative data, which indicates that people confront the problem of ample data and poor knowledge. Thereby how to find useful information together with knowledge and to enhance the information utilization ratio to bring more potential profits instead of being drown by the information sea?The technology of data mining, growing in the late 1980s, was developed in such a business perspective. It deals with information for fresh commerce, extracts, transits, analyses, mines, and transacts substantial cumulate data, from which it can discover the potential rules that assist the business policy. The use of it turns up available information so as to help enterprises have an edge on the competitive market. Accordingly the application of data mining on e-commerce system becomes a significant study today.E-commerce is a must of the rapidly developing information technology and an inevitable choice of the enterprises'future mode. The introduction of e-commerce on data-mining gives full support for business, provides special service for customers, and enhances the enterprises'business intelligence. Data-mining must achieve more on e-commerce, turning data into knowledge as a most active branch of data management, research, development and application on information processing. Being an effective way of solving the problem of data explosion and information poverty, it help deciders discover the potential relevancy among data, find the neglected factors.Association rule, as an important branch of data mining, mainly digs out the relevance among the data items. Since it is concise in form, easy in explanation and understanding, effective in taking associations, mining association rule from large data base has become the most grown-up, the most concerning, and the most pragmatic research content in data mining.This thesis firstly introduces data-mining technology including the concept, function and procedure, and then details in the concepts, characteristics, etc. of data mining, association rule and e-commerce. The author put emphasis on the analysis of Apriori algorithm and its utilization on retailing. Meanwhile, the key approaches of data-mining and its shortage are pointed out. In connection with that, this thesis improves something on Apriori algorithm, only to normalize and deserialise the work of looking for frequent item-sets. Third, It introduces the features and systematic structure of the e-commerce data mining, It also expresses the utilization of the E-Commerce Data Mining. Finally, it is the summary and expectation on the future study.