Acquisition Mechanism Of Customer's Tacit Knowledge Under The Background Of E-commerce

The twenty-first Century is the era of knowledge economy,knowledge has become the core source of value creation.With rapid popularization and development of e-commerce,it not only offers the enterprises opportunity,but also gives them challenges.Under the background of electronic commerce,the "buyer's market" characteristics are further highlighted.Understanding customers timely and accurately,systematically and deeply,meeting customer needs in quickly and efficiently become the key of enterprise's survival and development.Through the e-commerce platform and channel,enterprises can obtain a large number of data about customers and their consumption characteristics,which contain tacit knowledge about consumer behavior and potential,it can lay a solid foundation for enterprises to carry out precision marketing,increase customer satisfactory index and cultivate the customer loyalty.In view of this,this thesis based on the background of e-commerce,on the basis of the enterprise have obtained a large number of customer-related data,this thesis sought to design a complete mechanism for customer's tacit knowledge acquisition by discriminating and pre-processing the relevant data,so as to guided e-commerce enterprises to carry out accurate customer segmentation,targeted to formulate and implement customer relationship to maintain and improve the measures and solutions,to reshape the core competitiveness of enterprises and achieve sustainable development.First of all,this thesis analyzed the research background of this thesis,which was mainly embodied in four aspects: first was the homogenization of the product seriously;second was the formation of the buyer's market;third was the enterprise marketing pressure increased;fourth was e-commerce bringing opportunities and challenges.Based on the existing problems and future development trend,this thesis put forward the starting point and the related research contents and methods.And then,this thesis made a summary of the theories of knowledge,tacit knowledge and customer knowledge management,in addition,the theory and method of rough set were briefly discussed.The second,this thesis analyzed and defined the connotation of "customer's tacit knowledge" on the basis of customer knowledge,on this basis,it discussed and summarized the types and characteristics of customer's tacit knowledge.Then,the author analyzed the basic process of acquiring customer's tacit knowledge under the background of e-commerce,the author integrated application of Spearman(non-parametric statistical method),the information entropy method,the genetic algorithm and the rough set correlation theory and method,and analyzed and designed the algorithm model of customer's tacit knowledge source data pre-processing,attribute discretization and attribute reduction,on account of this,the study designed and proposed the method of extracting the tacit rules of the customer.Finally,based on the empirical data of XX e-commerce company,this thesis used empirical research methods,and used SPSS and Rosetta two sets of tool software to complete the empirical analysis of the relevant models and methods.