Web数据挖掘在电子商务中的应用  

Application of WEB Data Mining in E-commerce

作　　者：罗宁[1] 徐俊刚[1] 

机构地区：[1]中国科学院研究生院

出　　处：《电子技术（上海）》2012年第4期6-8,共3页Electronic Technology

摘　　要：Web数据挖掘已经成为数据挖掘研究领域的热点,尤其是在电子商务网站的设计和使用中。文章阐述了在电子商务中如何运用Web数据挖掘技术,为企业更有效地确认目标市场、改进决策、获得更大的竞争优势提供帮助,并提出了一种Web数据挖掘系统的设计方案和实现方式。同时,对k-means聚类算法进行了优劣分析,并提出通过改变初始聚类中心的选取规则来提高算法的运行效率以及计算结果的准确度。Nowadays, web data mining has become a hot research topic in data mining field, especially in the design and application of E-commerce websites. This paper describes how to use web data mining in E-commerce so as to help enterprises with target market focusing, decision making improvement, as well as getting competitive advantage. Then, it proposes a design scheme and realization methods for web data mining system. Furthermore, it analyses the advantages and disadvantages of k-means clustering algorithm. Finally, this paper demonstrates how to improve correction and validity rates through changing selection rules of initial point.

关 键 词：数据挖掘 WEB数据挖掘 电子商务 K-MEANS算法 

分 类 号：TP311.13[自动化与计算机技术—计算机软件与理论]