Research On Customer Segmentation Of Electronic Commerce Based On GA-SOM Network

In recent years, with the dramatic development of E-commerce, the quantity of E-commerce companies experienced an obvious increasing. Therefore, the competition among these companies for their customers was increasingly heated and the resource of customers has become the key of victory for competition. As a result, the sale strategy of these companies changed from the products first to consumers first and the main work is that to keep the old consumers and find another consumers else. The way for sale was also changed from the Mass Marketing to Personal Marketing, which is used to gain profit for both companies and customers by meeting customers’personal requirement. The main task of meeting their requirement is dividing them in to their own groups. The traditional way for dividing is about their one-dimensional characteristic and just using some statistical method to divide them simply. However, with the increase of consumers, this dividing method cannot meet the request from companies and gain the most profits. Hence, the technology of data is used widely for business nowadays. Advanced data technology is used by the E-Commerce to divide the customers, which can manage several even hundreds of consumers. Therefore, it is better to express the characteristic accurately and for the sale stuffs to know more about consumers. So the change of consumers’action can be monitored and the consumers can be provided better experience and become loyal. Meanwhile, more profit can be taken place for companies.In this essay, the meaning and background for dividing customers by the SOM network are introduced at first. Then, there is a detailed introduction for data technology, dividing consumers and the theory of SOM network, which lay the foundation of the using of SOM network.