第18卷第2期2023年6月贵阳学院学报（自然科学版）（季刊）JOURNALOFGUIYANGUNIVERSITYNaturalSciences(Quarterly)Vol.18No.2Jun.2023电子商务环境下企业网络营销系统设计许力（合肥信息技术职业学院，安徽合肥230601）摘要：随着全球经济一体化、区域化和多极化以及互联网技术的发展，网络信息化进程加快，企业的营销环境和理念也发生着巨大的变化。为使企业快速的适应现在的营销环境和市场竞争状态，本文在电子商务环境下设计了企业网络营销系统。该系统可以分为数据交换层、业务执行层和硬件支撑层。为了能够精准的开发新客户，提高产品销量，降低营销成本，设计了模糊聚类算法，使系统可以根据收集的客户信息，对客户的属性进行细分。采用Apriori算法对客户信息进行数据挖掘，发现客户的消费特征，以对客户进行精准定位。为了验证系统的性能，对其进行客户聚类算法有效性试验和精准营销算法有效性试验。试验结果表明：系统可以客户进行有效的聚类并挖掘客户的消费特征。关键词：电子商务环境；企业网络营销系统；模糊聚类算法中图分类号：TP391.3DesignofEnterpriseNetworkMarketingSystemUnder(HefeiInformationTechnologyVocationalCollege,Hefei,Anhui230601)Abstract:Withthedevelopmentofglobaleconomicintegration,regionalizationandmulti-polarizationaswellasInternettechnology,theprocessofnetworkinformationwasaccelerating,andthemarketingenvironmentandconceptofenterpriseswerealsoundergoinggreatchanges.Tomaketheenterprisequicklyadaptedtothecurrentmarketingenvironmentandmarketcompetitionstate,theenterprisenetworkmarketingsystemundertheenvironmentoe-commercewasdesigned.Thesystemcouldbedividedintodataexchangelayer,businessexecutionlayerandhardwaresupportlayer.Toaccuratelydevelopnewcustomers,increaseproductsalesandreducemarketingcosts,thefuzzyclusteringalgorithmwasdesignedsothatthesystemcouldsubdividecustomerattributesaccordingtothecollectedcustomerinformation.TheApriorialgorithmwasusedtocarryoutdataminingoncustomerinformationtodiscovercustomerconsumptioncharacteristics,soastoac-curatelylocatecustomers.Toverifytheperformanceofthesystem,theeffectivenesstestsofcustomerclusteringalgorithmandprecisionmarketingalgorithmwerecarriedout.Thetestresultsshowthatthes...
