Research On Supply Chain Optimization Of Small And Medium-Sized E-Commerce Enterprise Based On Online Reviews

With the rapidly development of e-commerce,online customer's shopping behavior has been changed from the chain structure to the reticular structure.It makes e-commerce enterprise to understand online customer's behavior become more and more difficult.And online reviews have natural advantages in reflect customer's demands,so it become the hot point of e-commerce enterprise.Present application of online reviews mainly focus on online reviews management,product pricing and product sales,but lack of application perspective from supply chain.At the same time,the developmental e-commerce lead to the rapidly growth of the amount of data.The advent of the era of big data makes more and more e-commerce enterprise use big data to enterprise management deeply.Because of small and medium-sized e-commerce enterprise has small enterprise scale,lack of technology and capital,makes these companies don't know how to use big data technology or what degree of big data technology they should be use.Based on the three points of above,this study research small and medium-sized enterprise apply of online reviews to optimize supply chain.First,this paper expounds the current e-commerce environment and basic situation of small and medium-sized e-commerce companies.Comb through online review of relevant literature,to summarize the results of research at home and abroad,points out the shortage of the current research and future research direction.Of the current research focus on online reviews its dimension characteristics and to study the influence of customer shopping decisions,for the enterprise study is less,the research of online reviews from the perspective of supply chain will be the future research trend.Second,this study based on the related theory of online reviews,induce domestic and foreign research and conclusion relatively theory,as the theoretical basis of this study,namely the attribution theory,the theory of planned behavior and elaboration likelihood theory.Summarizes previous description of the definition of online reviews.Research the necessity and feasibility of this study,at the same time put forward the small and medium-sized e-commerce enterprise framework structure of big data applications.Based on the frame structure of online reviews,this study classify the different of customers at first,and to determine what makes the customer interesting.This study using the K-means clustering analysis algorithm for online reviews customer classification,determine the different clustering of customer focus and scale,so that enterprises can design targeted optimization strategy based on the reviews.Second,institute of verification customer reviews impact on sales.Due to the study of online reviews effecter by many leading and adjusting variables,the previous research results and the established results tend to appear inconsistent results,so it must be verified by the experiment.Finally,based on the result of online reviews impact on sales,research on supply chain model,discuss the optimization strategy from the perspective of supply chain.