【作者】 陈贤博；

【导师】 骆正清；

【作者基本信息】 合肥工业大学 ， 管理科学与工程， 2004， 硕士

【摘要】 网络时代，互联网上的信息在企业经营决策中正发挥越来越重要的作用。然而，目前大多数企业虽然能够利用电子商务网站记录下丰富的交易信息以及与顾客相关的数据，但却无法对这些信息进行充分地挖掘和利用。本文试图将Web挖掘技术应用于网络营销决策支持系统，以期为企业的营销工作提供高效的决策支持，提高企业的经营效率。 本文第一章对决策支持系统的发展状况进行了概述，在此基础上进一步阐述了研究网络营销决策支持系统的意义：第二章简要地介绍了Web挖掘技术，并对Web挖掘的特性及面临的问题进行了探讨；第三章对网络营销进行了环境分析，同时建立了网络营销的运作模型；第四章对Web日志挖掘在网络营销中的应用进行了总结；第五章设计了网络营销决策支持系统的结构框架；第六章对网络营销决策支持系统中的部分功能(主要是销售预测和利用Web日志的关联关系分析潜在的客户信息)进行了模拟。更多还原

【Abstract】 With the advent of the Internet era, information is more important to business decisions than ever. Many E-business companies can record masses of transaction information and data that is relevant to customers through background databases, but they cannot mine and utilize the useful information contained in these data resources effectively. The dissertation is focused on the Cyber-marketing Decision Support System. The CMDSS analyses the Internet information with the web mining technology, further more, it provides efficient decision-making support for a company’s marketing and enhances business efficiency through combining information technology and cyber-marketing.The dissertation firstly summarizes the concepts and status of DSS, and then puts forward the significance of CMDSS. On top of this, the dissertation introduces the web mining technology, then, probes the characteristics of web mining and its unsettled problems. The dissertation also analyzes the environment and operational process of cyber-marketing in whole and summarizes the application of web log mining to cyber-marketing.The last two parts of dissertation set up the framework of CMDSS and simulate two function models-association rules mining based on web log & sales forecasting model.更多还原