The research of personalized information service originated from the personalized navigation system put forward by robert armstrong of Carnegie Mellon University in american association for artificial intelligence on 1995, which set off a worldwide upsurge of personalized academic research. Now many companies have also launched their own personalized systems to provide their personalized services. Domestic scholars believe that personalized information service refers to the service that can meet the personalized information needs of users. It actively provides users with information services that may be needed according to the clear service requirements put forward by users or through the analysis of users' personality and usage habits. At present, personalized information service is the research hotspot of information service in all countries of the world, and the traditional general information service is gradually transitioning to personalized information service.
Second, the connotation of personalized service in e-commerce environment
Personalized service in e-commerce environment is the expansion of personalized information service in e-commerce, and it is also the key application, development and research field of personalized information service at present. Personalized service in e-commerce environment refers to that in e-commerce mode, merchants obtain customer data information and access information through customers' visits to their websites, and then analyze and process these information by using Web data mining technology to guide business decisions of enterprises, so that merchants can carry out e-commerce activities in a targeted manner according to their own user needs, thus realizing personalized information services, improving customers' attention and satisfaction, and achieving a win-win situation for both merchants and customers. The essence of personalized service in e-commerce environment is a Web service centered on customer needs, as shown in figure 1. The main function of "customer analysis module" is to learn the characteristics of customers, create customer access models, and provide personalized services to customers through related technical processing and Web resources.
Third, the personalized services that can be provided under the e-commerce environment.
Personalized services that can be provided in an e-commerce environment can be divided into the following categories, as shown in Figure 2.
1. Customization of personalized interface. Personalization of the interface is based on customers' own needs.
Preference, personalized design of e-commerce website personal interface, mainly includes module layout, display and hiding of functional modules, button style, picture selection, interface color design, commodity display mode, etc. According to the survey, right?
163 shopping mall modernization, March 2009 (last issue), No.568.
Personalized interface design provided by customers can improve the attention of e-commerce websites. At present, Yahoo, Netease and Sina have all launched similar services.
2. Customization of personalized goods. Nowadays, the society is a society with outstanding individuality, and e-commerce websites can provide users with personalized product design according to the characteristics of their own products. For example, in order to meet the personalized requirements of consumers, Nike launched personalized customization of products. Customers can freely choose the style and color matching of sports shoes, and can make their own names and favorite numbers on the vamp, which is very personalized and will not be repeated with others. After submitting your own design samples on the website, you can pay for the goods online, and before long, the unique shoes designed by customers will be delivered to your home. Personalized goods have become the choice of the new generation trend, and free customization or DIY goods will become the most potential and development space projects.
3. Customization of personalized service. E-commerce websites can provide a variety of services according to customers' personalized characteristics and needs, such as online consultation, e-mail, SMS, telephone service, expert consultation and service software (weather software, news software, etc.). Customers can learn about the updates, prices and varieties of goods for sale through these personalized services. In addition, we can provide some special services according to customers' feedback information and requirements. For example, we can provide customers with interactive multimedia messaging services, such as three-dimensional animated models of goods, animated video materials, sounds, words and other multimedia information.
4. Personalized recommendation of goods. E-commerce websites provide users with more and more choices, but at the same time, their website structure has become more complicated. Users often encounter "data overload" and "information maze", and it is difficult to find the goods they need smoothly. Personalized recommendation system of e-commerce websites can continuously learn the characteristics of customers and create corresponding access models for them. Before recommending, it can directly interact with users according to the customer's access model, simulate the store sales staff to recommend goods to users, and help users find the goods they need, thus successfully completing the shopping process. In the increasingly fierce e-commerce competition environment, personalized recommendation system can effectively attract users, improve customer loyalty and product sales.
5. Personalized retrieval of commodities. There are thousands of e-commerce networks on the Internet.
Station, it is not easy to find a cheap and satisfactory website to buy related products. Personalized retrieval service of goods can solve this problem well and let customers enjoy the convenience and benefits of online shopping to a greater extent. Based on users' interests and characteristics, personalized commodity retrieval service provides two ways: whole network retrieval and internal website retrieval. Through the search service, customers can find many e-commerce websites and related products in the websites in a short time, and they can also see the pictures, market prices, membership prices, profiles and source websites of the products on the browser. Users can directly click on the link of the name of the source website, enter the final page of the website that provides goods, and realize online shopping. For example, the 8848 online shopping search engine provides goods retrieval service in China.
6. Personalized decision support services. Providing customers with rules and models that can be used for decision support, intelligent inquiry, scientific research, problem solving and other knowledge services is still in the research stage, and the development of such services can improve the competitiveness of e-commerce websites.
Try to make it more vital.
Four, the key technologies to achieve personalized service of e-commerce
1.Web data mining. Web-based data mining technology is the basis of realizing e-commerce.
E-commerce/e-commerce
The key technology of personalized service is to collect all kinds of information of users through Web data mining technology, and then analyze user data to create access that conforms to user characteristics.
Web data mining refers to applying data mining to the Web and automatically discovering potential and useful patterns or information from a large number of Web documents and services. According to the different behaviors of data mining, Web data mining can be divided into three categories: Web content mining, Web structure mining and Web usage mining. The personalized service of e-commerce mainly adopts Web usage mining, that is, by mining the log files and related data of the corresponding site, the behavior patterns of customers at the site are found, and the processing flow is shown in Figure 3.
Re-discussion on the ideas and strategies of e-commerce development in China
Gao Qingming Southwest University of Science and Technology
Abstract: At present, e-commerce has made some achievements in China, but how to better develop e-commerce suitable for China's national conditions, provide feasible development ideas and strategies for the development of e-commerce, and better participate in international e-commerce is a problem worthy of our discussion. Based on the reality of our country, this paper analyzes the thinking of developing China's e-commerce, and puts forward the development strategy from the two levels of government and enterprises.
The methods of data mining include path analysis, association rules, sequence patterns, classification rules, statistical analysis, dependency modeling and cluster analysis.
2. It is the most successful personalized recommendation technology so far. It mainly analyzes users' evaluation and interest in products through related algorithms, and obtains users with similar interests and projects with similar relationships to guide recommendation. Its basic starting point is that it can be classified according to customers' interests; Customer's evaluation of different information includes customer's interest information; The customer's evaluation of an unknown information will be similar to the evaluation of similar (interested) customers based on nearest neighbor technology, collaborative filtering algorithm based on project score prediction and so on. 3. Website design technology. For an e-commerce website, every link from design to operation, including website planning, adopted development technology, promotion technology after website creation, website management, maintenance and security, can not be ignored. Website design should be user-oriented, design convenient website navigation, download pages as fast as possible, have reasonable layout and be suitable for saving, printing and forwarding, and have rich and effective website information, which will help users to have a sense of trust; Website design should be conducive to the accumulation of network marketing website resources (such as reciprocal links, exchange of advertisements, etc.). ); The website design should fully reflect the network marketing function of the website, so that all kinds of network marketing methods can exert the greatest effect. The website is convenient for daily information updating, maintenance, revision and upgrading, access and management of registered users' resources, and access to interests, hobbies and related information.
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