The Customer Value Chain Excavating In Electronic Commerce Environment

The management pattern that takes the customer as the central is the symbol of the new generation of enterprise management.Under the intense economic environment,more and more enterprises make full use of information technology and management technology,such as electronic commerce, CRM(Customer Relationship Management),data mining,modern marketing idea,which will make the enterprises maintain more valuable customers,and then enhance the customer the loyalty,the degree of satisfaction as well as reduce the enterprise cost of operation.In the electronic commerce,network technology and database technology become more and more mature.The corporate information system,including CRM,has collected the massive data information.It is urgent need to change the data information into useful information and knowledge,which will help the company create more latent profits.The commercial electron tendency not only provides the convenient way of transaction,and makes the enterprises have more opportunities to understand the needs and the shopping behavior of customers.It is the urgent matter that how the enterprises excavate the valuable information in the vast information about customers.The data mining technology is one important application of knowledge discovery,which will be the essential important tool that makes the electronic commerce,the customer value management and even the entire supply chain management be more benefit for the policy—making support.Therefore,this paper study the topics that under the electronic commerce environment,taking the information technology as the foundation,taking artificial intelligence such as data mining as the analysis method,we discuss about data mining technology important application and rationale in customer value chain management.These efforts make the beneficial exploration for the customer marketing.First,the article discusses the background,significance of the data mining technology application for customer value chain mining in the e—commerce environment,and the general steps of data mining.In the e-commerce,the one of key factors of enterprise competitiveness is the customer marketing,and the core of the customer marketing is customer value chain management. E-commerce provides a powerful tool for enterprises implementing one-to-one customer marketing,collecting effective customers'data.Data mining technology is benifit to identify the useful hidden rules behind the data.These useful rules provide an effective basis for decision-making for customer value chain management.Secondly,this paper outlines the main theory of the customer value chain, which is this theoretical basis of the application.Customer Value is the weigh between the perceived benefits and the perceived sacrifices.Customer Value is layered,dynamic,relational features.Therefore,the ingredient of customer value chain has holistic features.So,the application of data mining has to be full.scale and scientific.The third part of this paper discusses the key concepts and algorithms of data mining,such as association rules,decision tree categorized Cluster analysis.As to integrity and complexity of customer value chain mining,data mining techniques in the application is flawed.customer value chain management is a comprehensive project.The fourth part of this paper is the application topic.We discuss consumption patterns of customers in the e—commerce websites.The data mining takes data cleaning,user identification,session identification and supplementary data path to generate the input files for data mining,and then choose a suitable mining method to find out the consumer behavior patterns.This paper studies background,models,steps,algorithm and significance of the application of data mining for customer value chain.The conclusions are:1.Mining customer value chain is an integrated project.Data mining can be applied to customer value chain Mining many respects,but it is only a key part of this project.We can't be superstitious to data mining.2.Data Mining follows the general laws of the cognitive。It is necessary to follow the scientific process。We should pay particular attention to the validity of data.3.Customer value chain mining is a long—term,complex project. Therefore,customer value chain management must be rooted in the concept of corporate strategy,management ideas and corporate culture.After long efforts, enterprises try to find suitable overall solution.The innovations of this paper are following:1.The paper studies the customer value chain management in modem e—commerce environment,and explores its characteristics and composition.So the idea of the paper is highly oriented。2.The paper takes database and data mining technology to discuss the data mining application model for customer value chain mining in the electronic commerce environment.