Research On Customer Segmentation Of E-commerce Enterprises Based On Cluster Analysis

In recent years,with the rise of Internet technology and Internet trends,a variety of Internet companies in the Chinese mainland to flourish,including the development of Internet e-commerce industry is particularly compelling,and their competition is particularly intense.Customer demand diversification and other reasons also led to e-commerce enterprises to put more energy on the better service to customers above them in the competition gradually realized that the customer is the core of a business resource,only to meet the needs of customers to enterprises more Good development.The enterprise's resources are limited can not serve all customers at the same time,so in order to protect the interests of enterprises to maximize,enterprises must effectively classify customers,the resources more to the enterprise more favorable to the customer.And then according to different customer attributes,develop different marketing programs and sales strategy to serve different types of customers,so as to maximize the interests of enterprises,to create greater value for the enterprise.Based on the results of customer segmentation and clustering analysis,this paper chooses the K-means clustering algorithm,Kohonen(Kohl),and the K-means clustering algorithm for the actual situation of an Internet e-commerce company.Neural network clustering algorithm and two-step clustering algorithm and improved K-means clustering algorithm.The clustering analysis of the company's customers is carried out respectively.Combined with the actual situation of the company using the graphical method and a variety of test methods to test the clustering method,the results show that compared to the other three algorithms,two-step clustering in the actual situation and theoretical tests have a better performance.The customer is divided into five categories,for each category were analyzed to find out the characteristics of each category and different,and for different characteristics of the customer groups to develop a different marketing strategy for the company to provide recommendations to make the company more differentiated To carry out marketing and management,to save the cost to achieve maximum efficiency.