图书e-供应链网络营销中的个性化Cyber空间的设计研究

智能个性化的Cyber空间(即个性化的“虚拟店铺“)的设计研究是一个网络营销策略中非常具有挑战意义和实际价值的研究话题.鉴于图书是网络营销的首选产品,以及当今的商业竞争不再是企业与企业之间的竞争,而是供应链与供应链之间的竞争等特点,以图书e-供应链网络营销为例开展了智能个性化的Cyber空间的设计研究.具体的过程是先改进关联规则挖掘理论的智能核心算法——Apriori算法,然后用该改进算法对图书e-供应链网络营销中产生的海量的客户数据进行分析,构建起符合每个客户消费行为方式的个性化Cyber空间.这样,就可以实现网络营销中的图书e-供应链与客户一对一的个性化营销,达到图书e-供应链和客户博弈双赢的Pareto最优的均衡状态.

Research on Individualized Cyber Space's Design Based on E-supply Chain of Book's Cyber Marketing

Research on intellectual individualized Cyber space or virtual shop is a challenging and valuable topic.Today,business competitions are no longer among enterprises,but among supply chains.Book fits cyber marketing best.As a result,it takes book's e-supply chain as example to design individualized and intellectual Cyber space.It tries to improve original apriori algorithm and take the improved one to construct an individualized Cyber space that can meet the different consuming requirement of every consumers on the Internet.The individualized Cyber space can not only help to realize one-toone cyber marketing strategy and increase loyalty of consumers,but also reach a win-win game balance of Pareto optimization between e-supply chain website and consumers.