Research On The Application Of The Web Data Mining In The E-commerce

People have been into the 21st century more than a decade, E-commerce as a new trading pattern has developed quickly in our country, a large number of outstanding E-commerce websites have emerged such as Taobao, Jingdong, Dangdang and so on. They have obtained a great deal of market share and many traditional dealers such as Suning, Gome also entered the field of e-commerce market. E-commerce combined the electronic finance, management information and information network trade so as to achieve close conjunctions among flows of material, capital and information. E-commerce break through the limitations of time and space, E-commerce greatly reduce the distance between production, circulation, distribution and consumption. E-commerce greatly improve the effective transfer of the logistics, capital flow and information flow, it opened up much more fairer, fair, large, competitive worldwide market and provided an excellent opportunity to meet their own better needs for manufacturers, sellers and consumers, so E-commerce has developed quickly in China.The major e-commerce companies are very positive about E-commerce development, because E-commerce is a sunrise industry in China, but the traditional advantage of price no longer exists. How to better optimize the structure of e-commerce sites, how to absorb new customers not only through burning cash, how to expand the market share of e-commerce sites, how to improve the market competitiveness of e-commerce companies in terms of soft power? Data mining technology came into being, data mining is the process of extracting useful information and knowledge from large amounts of data (structured and unstructured). Information and knowledge is discovered hidden behind in a large amount of data, it is user interested, understandable and applicable.Web data mining applications in e-commerce can dig through the server’s log files, then it can get user access patterns and information, people can improve the site’s structure and services from these user access patterns. The information can be used as guidance to improve e-commerce sites in order to attract potential customers and increase the cross sales rate of commodities, so web data mining applications in e-commerce can greatly increase the market competitiveness of the e-commerce companies, it has very real practical significance.This article describes data mining and e-commerce in detail, and combines the two research fields to in-depth study the Web data mining applications in e-commerce. Then the article in-depth studied association rule algorithms and cluster analysis algorithm and improve the algorithms for its lack to improve the efficiency of the algorithm execution. Finally the article studied Web access information data mining for personalized service and developed the e-commerce real-time personalized recommender system.