Study On Clustering Analysis In Online Retail CRM

E-commerce, progressively global and popular new-type commercial mode, with the advantages of cheap with the cost, swift, no space-time limited etc. has get fast development during recent years, especially the retail online business represented by B2C developed rapidly. Because of the lower barrier that the online retail business enters and the constant development of e-commerce technology, the retail online business becomes a field with keen competition.The customer' s relation and management (CRM), which is an advanced management idea and skill, regarding customer as the center and the most important resource of enterprise, become an effective method and tool of improving competitiveness for the online retailer under the environment of keen competition.The first step of CRM is to understand customers, to the retail online industry, enterprises and customers contact on the internet basically. Through keeping in touch on the internet, the website of the online retailer can collect a large number of customers' data, namely including the routine trade data, also including the visit behavior data when the customers visit websites. Comparing to the scarce customer information of the traditional mode of retail business, the retail online business has magnanimity customer's data and these data is now growing with the index grade.Customer's cluster, as the important content in CRM, can help the online retailer to utilize effectively the large number of accumulated customers' data. it is the important channel for enterprises to understand the customer deeply through finding customer characteristic, grasping customer behavior law, carrying on groups customer' s analytical work.Based on this, the thesis has made a systematic research on the clustering analysis problem in CRM of the online retailer, mainly from the following aspects:(1) Analysis the commercial modes of the E-commerce systematically from the definition, characteristic, type, business mode, information utilized environment and system structure .etc.(2)Under the guidance of CRM notion, the thesis, insisting on the main idea of "centering on customers" , has analyzed the customers of online retailer deeply from the several aspects of the customer' s classification, developing stages of customer resources, customer purchase processes , relevant data of customer and so on of the online retailer.(3) On the basis of the analysis on retailer' s customer, the thesis has classified the implementation stages of CRM, summarized key tasks of every stage, and analyzed data mining in CRM of the online retailer.(4)The thesis has made a systematic research on the clustering analysis of CRM in online retailer from aspects of clustering analysis principle, clustering problems, clustering algorithm, difficulties clustering faces and solutions to them and so on, which, being subject to the principle of practicality and efficiency, starts from the business analysis and surpasses the traditional research idea of paying attention to the algorithm of data mining of CRM. The thesis has collected the typical clustering questions in CRM of online retailer and analyzed several typical clustering algorithms in CRM of online retailer.