应用市场网上信息挖掘的在线书店毕业设计外文资料翻译.docx

Applications of web mining for marketing of online bookstores Abstract: The purpose of this study is to identify potential customers of online bookstores through web content mining without customers transaction records and demographic information. Our study first creates a list of scholars whose research field is in information technology and categories of IT expertise? We then use a search engine to count the numbers of web pages related to scholars and expertise. These data are pre-processed with three key steps before being used: filtering abnormal data, normalizing data, and generating binary data. Association analysis and hierarchical cluster analysis are employed to generate the clusters of scholars and the clusters of expertise. In order to test the accuracy of using web mining to predict clients interested booklists, our study evaluates the accuracy of prediction through survey. The results show that the accuracy rate of the recommended booklists targeted on potential customers (scholars) is statistically significant. Keywords: Web mining; Association analysis; Hierarchical cluster analysis; Marketing; Online bookstore Introduction The exponential growth of the Internet and the evolution of the multimedia technology have grown electronic commerce (E-commerce) and offered a new business model for those industries using physical distribution system. Because there are no limitations of time and space on the Internet, customers, therefore, can browse among products and order easily. In the midst of an information explosion, the demand from customers starving for knowledge increases. Under the circumstances, with the aid of the Internet, the online bookstore not only provides the convenience for reading, but also customizes individual service，both combined to satisfy readers5 demand of knowledge. At present, one of the marketing approaches in the online bookstore is to email booklists to all customers in the database, expecting to increase the response and purcha