Research On Accurate Grading Of Social E-commerce Based On Transaction Data

Nowadays,the mobile Internet has become an extremely important part of people's lives.Numerous social tools have shortened the distance between people,and the dissemination of information in social networks has become faster and more convenient.In order to solve the increasingly high customer acquisition cost of the traditional e-commerce industry and the gradually solidified competitive landscape,the social e-commerce industry has broken through the development bottleneck of traditional e-commerce with the help of social networks.The rapid development of social e-commerce is also accompanied by many development difficulties.The different promotion and marketing methods have led to large income differences among individual social e-commerce merchants.Social e-commerce merchants of different transaction levels have different social software and auxiliary software usage behaviors.Precisely subdividing the value of social e-commerce merchants can enable enterprises to provide targeted services to social e-commerce and guidance in line with their development stage.Therefore,the research on the value segmentation of social e-commerce merchants based on transaction data is of great significance.This topic is based on the transaction data of social e-commerce,combined with its social data to research and improve the social e-commerce segmentation model,and realize the accurate segmentation of social e-commerce based on transaction data.The main research contents of this paper are as follows:1.Research on the key value of social e-commerce merchants.Combining the transaction data and social attributes of social e-commerce merchants,consider the industry's emphasis on the promotion and fission capabilities of social e-commerce merchants,and consider the value of social e-commerce merchants focusing on customer acquisition ability,merchant activity,and promotion information radiation.It provides a foundation for value model construction.2.Construct social e-commerce value model based on RFM model.The three indicators in the RFM model fit well with the value characteristics of social e-commerce.Apply the RFM model to the segmentation of social e-commerce merchants,optimize the model with social attributes,and build an RCFM model to reflect the value of social e-commerce merchants.3.Based on the above value model,accurate segmentation of social e-commerce is realized.Set the weight of each indicator in the RCFM model to make the importance of each indicator in the model conform to the characteristics of social e-commerce merchants;use the Mean-shift algorithm to optimize the selection of the initial clustering center of K-Means and optimize the clustering effect of the model.4.In order to verify the effectiveness of the RCFM model for in-depth and precise segmentation,and at the same time meet the needs of enterprises for the cultivation of social e-commerce merchants at various stages of development,hierarchical clustering is carried out for the middle-level social e-commerce merchants in the above segmentation.A series of comparative experiments and the analysis of the experimental results in the article illustrate the rationality and correctness of the value segmentation results of social e-commerce.The proportion of merchants at all levels who are still in the original class in the next month's division has reached more than 95%,Which reflects the effectiveness of the segmentation results;at the same time,the hierarchical clustering results of the middle-level social e-commerce also reflect that the RCFM model can meet the requirements of in-depth and precise segmentation.