Network Consumer Behavior Modeling

It’s much more quickly and easily for consumers to gain information as the advent of the Internet age. While the emergence of Electronic-commerce (EC) has accelerated the advancement of network consumption. All these resulted that enterprises had to explore the behavioral characteristics of online consumers. However, consumers’ values are by no means equal regarding to any enterprise, particularly under the network environment. Plenty of EC entrepreneurs have realized that the profits from different consumers are noticeable varied. It’s very significant for EC enterprises to tilt limited resources towards main contributors of enterprises’ profit. It will be helpful to EC enterprises to distinguish the crucial network consumers effectively from the massive complicated business data and identify their characteristic by data mining technology. As a result, they can develop and carry out targeted-oriented marketing strategy.In this study, the network consumers are divided into the key network consumers and the common ones, after systematically analysising the theory of consumer behavior and customer relationship management. With the actual majority of EC enterprises in China, a distinguishing key network consumers model is developed based on amending RFM model. As well as Delphi method and data mining technology are applied to establish the model. In addition, some problems of the current network marketing have been put forward in this paper. Furthermore, the marketing strategy based on key network consumers is proposed at the end. In order to carry on the empirical analysis, the consumer data has been collected as the object of study from D Tmall, an EC company from Taobao Mall. After preprocessing the data, the network consumer’s value is calculated using RFMG model, preparing for the division of network consumers. And then the key network consumers’ characteristics are identified by C5.0the Tree node of SPSS Clementine software. According to data mining results, some differential marketing proposals are put forward to D Tmall. And these proposals have been proved having great significance for this company in formulating and implementing effective marketing strategy.