Customer segmentation for B2C e-commerce websites based on the Generalized association rules and decision tree

摘要

Today, as the rapid popularization of Internet applications, many Chinese businesses are attracted by huge profits and market space of e-commerce, beginning to join the area of e-commerce. How to keep effective customer, attract more members of the e-commerce website and expand the market effectively, is the problem that all the managers most concerned about. Through studying and comparing common customer segmentation models, this article is proposing a integrated model that combines the techniques of generalized association rules and decision tree. This model is used for customer segmentation for e-commerce websites. It can help managers understand customers, develop markets, and support decision-making.