Research On Differential Classification Of Online Shopping Loyalty Under B2C Mode

With the rapid development of intelligent networks,various industries have entered the era of "Internet+"development.The scale of China's Internet users continues to maintain steady growth.The era of e-commerce,the network economy generates huge network data,and the era of big data.As e-commerce is widely accepted,and the operating costs of online merchants are lower than offline merchants,more and more merchants choose to join e-commerce.Considering the diversity of product categories,the convenience and habit of purchasing,large Most consumers prefer to shop with high-profile merchants,which will result in increasingly fierce competition among platform merchants in the same industry.The operating costs of B2C platform merchants remain high,among which the marketing cost performance is particularly prominent.Reducing customer churn rate by increasing user stickiness and increasing user loyalty to merchants are effective solutions to reduce marketing costs.Merchants should target different shopping groups,different Product categories,adopt differentiated sales strategies,increase loyalty,and then increase profits.The article integrates various methods such as run test,analytic hierarchy,clustering algorithm,etc.,based on the data set provided by the Alibaba platform,extracts the loyalty index in multiple dimensions,builds a comprehensive quantitative model of loyalty,and determines the loyalty of consumers with different attributes Similarities and differences;classify consumers according to the loyalty model;at the same time,divide the products of different loyalty,and use the Boston matrix to evaluate the relationship between loyalty and sales.According to the constructed loyalty measurement model,it is found that consumers with different attributes have differences in loyalty,and the categories of consumers and products are classified.Differential sales strategies for different groups are proposed to help network companies and e-commerce websites understand Consumers'actual shopping situation and future development trend,discover problems in time,clarify goals,adjust various strategies and methods in a targeted manner,use existing resources,and obtain maximum profits.