基于数据挖掘的网络用户行为分析的应用与研究

发布时间：2018-03-13 20:14

  本文选题：电子商务　切入点：数据挖掘　出处：《伊犁师范学院》2016年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术的迅猛发展,很多传统行业互联网转型,正逐渐发展为自建垂直化电子商务和平台化电子商务经营。网络早已成为了人们购物很熟悉的途径,绝大部分线下消费者逐渐变成了线上网购者。国家统计局统计数据显示,11-14年中国社会消费品零售总额从18.4万亿上升至26.2万亿,平均年增长率在10%以上。这预示着中国零售市场发展环境好,16年数据有望突破30万亿。然而,这其中主要原因是电子商务在互联网时代的得到了充分的拓展。各行各业根据传统的商务场景互联网化,将社会的资源分配趋于无明显区域差别特点。目前平台型电子商务平台已不能优质地支撑起越来越多行业运营和庞大的经济体量,很多传统企业发展垂直化电商,以更为专业和注重网络用户体验为基准,以更为扁平化的管理销售模式,提供更高质量的网络消费服务。本人在项目中的工作主要包括用户行为数据指标的定义,用户行为数据的分析。通过对数据指标的定义和前端用户行为数据的采集,继而访问数据库,采用数据挖掘的算法对数据的处理和分析,生成实时性可视化图表。目前此项研究已经在为联通网上商城和手机商城等平台提供用户行为数据分析的支持,而且通过此项的数据研究已对产品设计产生了重要影响。
[Abstract]:With the rapid development of Internet technology, many traditional industries have been transformed into vertical e-commerce and platform e-commerce. The Internet has become a familiar way for people to shop. The vast majority of offline consumers are becoming online shoppers. Statistics from the National Bureau of Statistics show that retail sales of consumer goods in China rose from 18.4 trillion to 26.2 trillion in 11-14. The average annual growth rate is more than 10%. This indicates a good environment for China's retail market, with 16 years of data expected to exceed 30 trillion. The main reason for this is that e-commerce has been fully expanded in the Internet age. At present, the platform e-commerce platform can no longer support more and more industries operation and huge economic volume, and many traditional enterprises develop vertical e-commerce. To more professional and focus on the network user experience as a benchmark, with a more flat management sales model, to provide a higher quality of online consumer services. My work in the project mainly includes the definition of user behavior data indicators, User behavior data analysis. Through the definition of data indicators and front-end user behavior data collection, then access to the database, data mining algorithm for data processing and analysis, At present, this research has provided the support of user behavior data analysis for the platforms such as Unicom online shopping mall and mobile phone mall, and the data research has had an important impact on product design.
【学位授予单位】：伊犁师范学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F713.55;TP311.13
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本文编号：1607968