电子商务背景下客户隐性知识获取机制研究

发布时间：2018-04-15 21:35

本文选题：知识 + 客户隐性知识　；参考：《郑州大学》2017年硕士论文

【摘要】：21世纪是知识经济时代,知识成为价值创造的核心来源。电子商务的迅速普及与发展,带给企业的不仅是机遇,还有挑战。在电子商务背景下,“买方市场”特征进一步凸显。及时、准确、系统、深入地认知客户,迅速而高效地满足客户需求,成为企业生存与发展的关键所在。通过电子商务平台与渠道,企业可获得大量有关客户及其消费特征的数据,其中蕴含了有关客户消费行为与潜能的隐性知识,能为企业开展精准营销、有效提升客户满意度以及培育客户忠诚度奠定坚实基础。有鉴于此,基于电子商务背景,在获得企业大量客户相关数据的基础上,本文谋求通过对前述相关数据的甄别与预处理,设计客户隐性知识获取的完备机制,以此指导电子商务企业开展精准客户细分、有针对性地制定并落实客户关系维系与改进的措施和方案,从而重塑企业核心竞争力,实现可持续发展。首先,本文分析了论文的选题背景,主要体现在四个方面:产品同质化严重;“买方市场”形成;企业营销压力增大;电子商务带来机遇和挑战。基于业内现存问题与未来发展趋势,提出了本文研究的出发点以及相关研究内容与方法。而后,对知识、隐性知识、客户知识管理等相关理论进行了综述研究,并对粗糙集的理论与方法进行了简要探讨。其次,在客户知识的基础上,本文对“客户隐性知识”的内涵进行了分析与界定,在此基础上讨论并归纳了客户隐性知识的类型与特征。而后,分析了电子商务背景下获取客户隐性知识的基本过程,综合应用Spearman非参数统计方法、信息熵法、遗传算法以及粗糙集相关理论与方法,分析并设计了对客户隐性知识源数据的预处理、属性离散化以及属性集约简的算法模型,并基于此设计、提出了客户隐性规则的提取方法。最后,本文采用实证研究方法,基于××电子商务公司客户相关数据,通过SPSS和Rosetta两套工具软件,完成对前述相关模型与方法的实证分析。
[Abstract]:The 21st century is the era of knowledge economy, knowledge has become the core source of value creation.The rapid popularization and development of e-commerce bring not only opportunities but also challenges to enterprises.In the background of e-commerce, the characteristics of buyer's market are more prominent.Timely, accurate, systematic, in-depth understanding of customers, quickly and efficiently to meet customer needs, become the key to the survival and development of enterprises.Through e-commerce platforms and channels, enterprises can obtain a lot of data about customers and their consumption characteristics, which contains tacit knowledge about customer consumption behavior and potential, and can carry out accurate marketing for enterprises.Effectively improve customer satisfaction and cultivate customer loyalty to lay a solid foundation.In view of this, based on the background of electronic commerce, and on the basis of obtaining a large number of customer related data, this paper seeks to design a complete mechanism of customer tacit knowledge acquisition by discriminating and preprocessing the aforementioned relevant data.In order to guide e-commerce enterprises to carry out accurate customer segmentation, targeted development and implementation of customer relationship maintenance and improvement measures and programs, so as to reshape the core competitiveness of enterprises to achieve sustainable development.First of all, this paper analyzes the background of the thesis, mainly reflected in four aspects: product homogeneity; "buyer's market" formation; increased marketing pressure; e-commerce brings opportunities and challenges.Based on the existing problems and the future development trend, this paper puts forward the starting point of this study and related research contents and methods.Then, the theories of knowledge, tacit knowledge and customer knowledge management are summarized, and the theory and method of rough set are discussed briefly.Secondly, on the basis of customer knowledge, this paper analyzes and defines the connotation of "customer tacit knowledge", and then discusses and summarizes the types and characteristics of customer tacit knowledge.Then, the paper analyzes the basic process of obtaining customer's tacit knowledge under the background of electronic commerce, and synthetically applies Spearman non-parametric statistical method, information entropy method, genetic algorithm and rough set related theory and method.The algorithm model of preprocessing attribute discretization and attribute set reduction of customer tacit knowledge source data is analyzed and designed. Based on this design a customer implicit rule extraction method is proposed.Finally, this paper uses the empirical research method, based on the customer data of 脳脳 E-commerce company, through the SPSS and Rosetta two sets of tools software, completed the empirical analysis of the above relevant models and methods.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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