Customer Behavior Analysis on a Tmall E-commerce Shop

摘要

In recent years, China online marketing is very hot, and a lot of online shops run in the Tmall.com. This paper does an analysis of customer shopping behaviors in a certain e-commerce shop in Tmall. The shop is named X in this paper for privacy. Based on the descriptive analysis, it finds the profit customers and profit products in the shop. Then K-mean segmentation method is used to class the customers into 4 groups and the profiles of the customers in each group are described. The results on this paper can help the X shop to offer good services for the profit customers and do the precision marketing for all customers.