The Research On Customer Value PromotionApplication Of Data Mining In Taobao Shop

Customer value increasingly becomes the focus of concern among academics, andthe development of E-Commerce is to promote the research on customer value. But inreality, the enterprise has not regard customer value as a method to assess the standardof day-to-day activities of enterprise, which also lead to enterprises’ efforts to enhancecustomer value is far from the desired effect. In addition, E-Commerce adopts businessstrategy that enterprises focus more on marketing rather than maintenance also lead toenterprises’ customer value at a low level for a long time. For example, averageconversion rate of TaoBao is less than1%, far less than the rate of traditionalenterprises. And customers returning rate is also less than traditional enterprises. Can’tconvert customer resource into assert has become a traditional problem in modernenterprise.In further research, we found that another important reason for difficulty inenhancing customer value is the lack of awareness of the use of data. Even thoughenterprises have realized the importance of customer value, but they can not effectivelyidentify customer value, they are powerless when faced with a bunch of disorganizeddata. However, the real value of customer is hidden in the data.Therefore, the study of data mining application in customer value enhancement hasa very important practical significance. And TaoBao platform, which as a typicalrepresentative of the Chinese E-Commerce, will be able to reflect the status ofE-Commerce customer value research.This thesis contains five parts:The first part is an introduction. Second part is a literature review. Third partdescribes the data mining system is to build. Fourth part is the key part of the full text,it introduces the model and its specific application of data mining. The fifth partreveals the role of the enterprises to establish a customer value model, and put forwardthe main direction of future research.This article selects the sales data of Uniqlo TaoBao official website from January19, 2010to August29,2010. On the basis of analysis, we establish RFM customer valuemodel. And through the analysis of consumer behavior of individuals, we try to set anexample of consumer value model.The inadequacies of this article are the failure to establish a complete model ofcustomer value. The RFM model only gives a classification of customer value. It can’tcontacts with real value-raising activities. However, the value-raising activities arenecessary for actual business activities.