Analysis Of Customer Value And Its Application In B2C E-commerce Sites

In the 21st century, internet has changed almost all aspects of commercial and business. E-commerce as a new application of internet have go to all aspects of traditional business activities and all areas, and directly influence and change all aspects of social and economic life. E-commerce as an inevitable product of the information society is the business model of information society. E-commerce represents the future of business development. Customer is the source of profit to survive, more and more enterprises begin to attach importance to the customer-oriented philosophy. So the research of customer behavior is very important. E-commerce trading platform with easy-to-real-time access to the data of customer'visit and purchase, the business operators pay more attention to customer behavior analyze under e-commerce applications,in order to achieve market segmentation, which can target the valuable Customer, to obtain more efficiency and effectiveness than the traditional business and gain advantage in the competition.This paper base on the purchase data of e-commerce site and use the RFM model to measure the customer value, and AHP to weighted the three RFM variables, and then use Markov chain to predict the buying behavior of customers, resulting in Customer lifetime value, and then use cluster analysis to classify the customer, and puts forward a different customer base, marketing initiatives, which can optimize the customer value foe the business.