应用Web日志挖掘技术改善企业客户关系

在企业间竞争日趋激烈的情况下,客户群体的培养和争夺已经成为企业长远发展的基础.在电子商务迅速发展的背景下,充分利用网络优势,最大限度地追踪和分析客户的兴趣和偏好,以便及时调整企业的客户关系和营销策略,具有十分重要的意义.Web日志挖掘采用关联规则或序列模式等方法,对企业网站上的日志进行挖掘分析,找出与客户的行为模式有关的高频模式,从而分析出客户近期的兴趣和偏好以及潜在的心理需求,可以很好地协助管理者制定更加符合客户需求的客户关系政策,加强和改善企业的客户关系管理,提高企业的核心竞争力.

Application of Web Log Minning Technology in Improving CRM

With intense competition between enterprises,own of customer community have been important base of development of enterprise.Web log mining by association rule or series schema analyzes Web log datum saved in Web server of enterprise,and searches frequent schema about customer's action style,thus traces and analyzes customer's interesting and hobby,which help reforming CRM and marketing ploy and promote enterprise core competition power.