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1、毕业设计(论文)外文文献翻译专业计算机科学与技术学生姓名李蕾班级学号指导教师信息工程学院 Applications of web mining for marketing of online bookstoresAbstract: 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 stud
2、y 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 abnorma
3、l 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
4、 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 bookstore1. Introducti
5、onThe 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,
6、 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
7、 individual service, both combined to satisfy readers 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 purchase rate through the massive contact. There is no pre-cla
8、ssification or screening in this “one to all” approach. An improved approach is to email one of the pre-designed booklists to each customer based on their past transaction records and interests. However, the most idealistic method is to use “one-to-one” marketing, which is an approach that concentra
9、tes on providing services or products to one customer at a time by identifying and then meeting their individual needs.Data mining is the technique of sorting through large amounts of data and picking out relevant information (Han & Kamber, 2001), and can be used to achieve one-to-one marketing (Ber
10、ry & Linoff, 1997). Through the use of sophisticated algorithms identifying trends within data that go beyond simple analysis, users have the ability to identify key attributes of business processes and target opportunities.Web mining, in general, is the application of data mining techniques to disc
11、over patterns from the web (Baraglia and Silvestri, 2007, Chakrabarti, 2002, Cooley et al., 1999 R. Cooley, B. Mobasher and J. Srivastava, Data preparation for mining world wide web browsing patterns, Journal of Knowledge and Information System 1 (1) (1999), pp. 532.Cooley et al., 1999, Eirinaki and
12、 Vazirgiannis, 2003, Liu, 2007, Mobasher et al., 2000 and Olson and Shi, 2007). For example, using association analysis to analyze users usage data, which records the users behavior when the user browses or makes transactions, on the web site and the results can make the content of the website to fi
13、t correctly with the users needs. Different with data mining, there are no existing data available for web mining. Web miners can use name or terminology to search and to collect data. There are lots of valuable information on the web, but it is not easy to find it. Search engines provide the initia
14、l act needed to conduct more complex form of web mining.The research objectives of this article are to capitalize on search engines to collect data, identify the characteristics of potential customers through association analysis and cluster analysis, and provide recommended booklists to the targete
15、d potential customers to improve the current marketing mode employed by the majority of online bookstores: target blindly on customers. Online bookstores use two modes for marketing: finding customers for each book and finding books for each customer. These two modes, basically, can be connected to
16、commercial value through the concept of communities of practice.The concept of a community of practice was introduced by Lave and Wenger (1991) and they defined it as the process of social learning that occurs when people who have a common interest in some subject or problem collaborate over an extended period to share ideas, find solutions, and build innovations. It refers as well to the stable group that
