A Research On The Method For E-commerce Socialization Based On The Interest Maps

With the Facebook become popular in the world, Social Networking Services(SNS) become the focus of global at the moment. The appearance of the SNSproduces a far-reaching influence on traditional e-commerce. SNS, especially the onesbase on users’ real names, make people’s online activities closely related to their reallife, because they truly reflect the real interpersonal network. They simulate the reallife to a large extent; therefore, SNS display strong vitality on the Internet, andquickly get all kinds of users to chase after them. SNS become the third wave ofglobal Internet business model after the gateway website and search engine. People dobusiness in their real life, so it’s natural for e-commerce to appear on the SNS. This iskind of e-commerce is called socialized e-commerce. The socialized e-commerce isnot only closer to reality in the shopping way, but also meets consumers’psychological needs, so that it’s becoming more and more popular. Socializede-commerce is continuously eroding the market of traditional e-commerce with itsown advantages.On the other hand, along with the scale of network trade continues to expand, thetraditional e-commerce encounter two big problems about "search cost" and "businessreputation". In the contemporary society, the network shopping has accepted by moreand more people, and they begin to revel in the network shopping, for some of them,the network shopping has almost completely replace the shopping in real life. But,what the size of the electronic commerce is expanding will inevitably lead to massgoods and the countless sellers will appear, in the train of the question is how to findsomething that I need from thousands of Commodity information and how todistinguish the reliable providers from so many sellers who sells the same goods, sothese must be the two difficult problems of the development of electronic commerce.Based on the pressure of problems from inside and outside, many traditionale-commerce sites and e-commerce trade platform has begun to try socializing.however, doing business on the SNS or guiding buyers to select goods on a traditionale-commerce website as a third party act on a pre-existing SNS, so it is easier for themto succeed. While the existing e-commerce sites try socializing, it did not trulyestablish social places that the buyers are leading. Because the user has lowerviscosity, they cannot but quit or sites were occupied by the seller and becomeadvertising information bombing highlands, so the buyer don’t like visit the web site.Traditional electronic commerce in socializing out at the elbows and all showembarrassment. Further research in all kinds of domestic and foreign social networking sites andelectronic business under the premise of interpersonal relationship network and theanalysis of the success and failure of the existing socialized e-commerce sites, andbased on the traditional CRM principle of methods, and put ting forward the socialnetwork established by the mutual correlation between customers and contact andmaking the customer form maintenance and management spontaneously, so thatreducing the costs that enterprise maintain customers and mining the customer value.Through using the inexistence of interest relationship between the buyer and takinguse of the characteristics of the high credibility opinions and mining the exist data ofOnline Trading, establishing SNS based on the same interests and then open up thesocializing way differing from the SNS that rely on users who spontaneously formednetwork.This article features:First, put forward a new idea of customer relationship management. Because thetraditional CRM is focusing on the maintenance of the relationship between theenterprise and customers, it can exploit the customers’ needs and values and itmaximizes the enterprise value through the maximum satisfy customer demand. Inthis paper, taking use of the interest of the correlation between customers will makeclients clustering and networking and maintaining customer loyalty through therelationship between customers. At the same time, the enterprise to the customerabout one-on-one maintenance simplify for the enterprise to the community aboutone-on-many maintenance.Second, based on the existing consumer data should actively build SNS ofconsumers. Making use of DM should build interest related maps of buyers throughexisting trading data and then find maps’ community and find interest maps of buyershidden behind in commodity purchase. Based on these interest can build SNS ofconsumers, this is fundamentally differ from SNS on interpersonal network and alsomake full advantage of their existing huge data.Third, in constructing reliable network system, electronic business becomes"Push" economic "Pull" economy. With the network construction by the contact of thesame interests, not only can provide reliable suggestions, but also the "push type"commodity economy of the traditional marketing goods change for the "Pull"commodity economy in interest to arouse the point, and become the passive to activepush consumption, and finally achieve to the purpose of the network construction asthe core of commodities trading.