Research And Design Of B2C E-commerce Data Warehouse

B2C e-commerce website can generate huge transaction data and visiting logs every day. These data contain a lot of valuable information such as the source of orders, customer behavior, and the visitor’s interest. Analysis of these data, not only able to play a role in guiding the operations of the B2C e-commerce website and enhance the adhesion degree of the site and increase sales but can also reflect the situation of enterprises in aspects of marketing, sales, service and financial. In short, deep analysis of these data can help manager to improve customer relationships and fully enhance the competitiveness of enterprises in all aspects of marketing and services. This paper introduces data warehouse theory, including the concept of data warehouse, the basic characteristics of the system structure; concepts and features of B2C e-commerce and OLAP. The paper that gives a more complete B2C e-commerce data warehouse model contains the following aspects:1. Have analyzed user requirements of B2C e-commerce data warehouse.proposed multi-hierarchy conceptual model of B2C e-commerce data warehouse. Design dimensional models and fact set. Based on the concept model, give a physical design of the part of the dimensional tables and fact tables2. Analyze the data source of B2C e-commerce data warehouse.Discuss the processing of semi-structured data sources. Give an improved method of session identification which based on page type, page size, visiting time to deal web access logs. For different page types, different threshold calculation methods are used to set the time threshold. Relative to the existing use of a single priori threshold and current dynamic threshold computing method, the method can give more realistic reflection of the session situation and the accuracy has been greatly improved for subsequent analyze.3. Base on the proposed B2C e-commerce data warehouse model, The thesis construct an experimental B2C e-commerce data warehouse project. Taking Zen Cart framework as an example to analyze the themes and dimensions based on multi-dimensional model and give a ETL system architecture. At last give a realization of OLAP to show the value of B2C e-commerce data warehouse. The B2C e-commerce data warehouse model proposed in this paper has the flowing characteristics:1. The model is practical, detailed, including the main aspects of the companies involved in the internal and external e-commerce trading activities, the page click on product sales, orders, user comments on the product, sales, profits, warehouse, logistics and distribution.2. By using multi-hierarchy dimension design and reasonable concept hierarchy, decision makers can earn better analysis perspective.Finally, the experiments verify the validity of the model.