網(wǎng)絡(luò)營(yíng)銷(xiāo)外文翻譯—基于web挖掘的電子商務(wù)智能網(wǎng)絡(luò)營(yíng)銷(xiāo)新趨勢(shì)（節(jié)選）

1、<p>　　字?jǐn)?shù)：英文2554單詞，13103字符；中文4229漢字</p><p>　　出處：Gerrikagoitia J K, Castander I, Rebón F, et al. New trends of Intelligent E-Marketing based on Web Mining for e-shops[J]. Procedia-Social and Behavior

2、al Sciences, 2015, 175: 75-83.</p><p><b>　　外文文獻(xiàn)：　</b></p><p>　　New trends of Intelligent E-Marketing based on Web Mining for e-shops</p><p>　　Abstract E-marketing is th

3、e concentration of all efforts in terms of adapting and developing marketing strategies into the virtual spaces: web, social media… In an e-commerce site, e-marketing must help consumers in their purchase. This requires

4、precise knowledge of the customer´s preferences. For this reason, holders of e-shops must find out to whom, to what, how and when to refer to the customer, ergo, to know the “consumer decision journey” and strengthe

5、n their engagement. This analysis is o</p><p>　　Key words: e-marketing; e-commerce; web mining; trends e-marketing; digital footprint </p><p>　　1.Introduction</p><p>　　In the last d

6、ecade Internet has experienced a 33% high growth in the number of users worldwide. This has led to a greater acceptance of it by consumers, either as an instrument that facilitates the search for information or as a way

7、to an end for the purchase of the products and services (“The internet a decade later”, 2013).</p><p>　　This new technological environment has generated a significant change in the behaviour, habits and tren

8、ds of the consumer and its acceptance by consumers leads to the increase of the Electronic Commerce (EC). Defining e- commerce as the commerce in products or services conducted via computer networks such as the Internet

9、(Turban, Lee, King, Liang, & Turban, 2009).</p><p>　　This commercial activity has forced small businesses to develop an active presence of visibility on the Internet (Chen, Chiang, & Storey, 2012) in

10、 order to get notoriety in a global market and add value to their traditional business. With the exception that the virtual and traditional customer behaviour are not identical (Eouzan, 2013).</p><p>　　But v

11、isibility of Internet does not only give visibility to a company, also allows to: a) to have the business open to the public permanently; b) reduce costs: material stock, logistic personnel, physical space; c) to study t

12、he customer better; d) to remove geographic limitations and e) to create brand and engagement.</p><p>　　In Spain, according to the study of the National Observatory for Telecommunications and the Information

13、 Society (ONTSI) the B2C e-commerce grew by 13% reaching € 12,383M of turnover. This growth’s main cause, in the same way as in the world market, was the increase of Internet purchasers in 2012 which matched 15% (15.2M)

14、(ONTSI, 2013).</p><p>　　A closer data in time (2013) and origin (region level) is available through the National Statistics Institute of Spain (INE). According to this statistics institute, in 2013 the e-com

15、merce in Spain has increased to around 11 million people who have made any purchase through the web in the last 12 months. This represents 32% of the total population. Moreover, the region of Spain that has used this typ

16、e of trade the most is the Basque Country with 42%, followed closely by the Community of Madrid w</p><p>　　Putting the focus on the case of Basque Country, Statistic Institute of Basque Country (EUSTAT) prov

17、ides some information about e-commerce by data-bank and annual reports (under the information society topic). In this report, there is an interesting section for the e-commerce. The section reflects that 39% of the users

18、 that have been recently connected to the internet have made some kind of web based purchase (EUSTAT, 2014).</p><p>　　As it is visible on the data provided by official statistic institutions, e-commerce is a

19、 commercial activity on growth and due to its nature. It benefits the economy of a country greatly and especially to small businesses which are committed to its implementation.</p><p>　　As it happens in real

20、 sales, e-commerce based selling must be in concordance with the customer´s necessities prior, during and after the sale. This requires precise knowledge of the customer´s preferences. For this reason, owners o

21、f sites must find out to whom, what, how and when to refer to the virtual visitor and develop specific marketing strategies for the Internet (Alzua-Sorzabal, Gerrikagoitia, & Rebón, 2014a).</p><p>　

22、　Defining e-marketing as the concentration of all efforts in the sense of adapting and developing marketing strategies into the web environment. E-marketing involves all stages of work regarding a website, such as: the c

23、onception, the projects itself, the adaption of the content, the development, the maintenance, the analytic measuring and the advertisement (Strauss, Frost, & Ansary, 2009). In short, e-marketing makes the usage of t

24、he Internet to obtain knowledge about customer preferences throug</p><p>　　To keep the customer’s attention on the web presence requires to build up a strong customer relationship and to offer services that

25、attract the customer to visit the website frequently and purchase products and services. Therefore, the sales process requires a deep data analysis to know the “consumer decision journey” (Gefen & Straub, 2000).</

26、p><p>　　When a customer is visiting a website (s)he leaves a trace of data, called the digital footprint, that can be used to understand the customer needs, desires and demands as well as to improve its web pre

27、sence.</p><p>　　By the use of this information applied from Web Usage Mining (Arbelaitz et al., 2013) techniques on the digital footprint left by the user during their navigation; knowledge about the behavio

28、ur of the customer's purchase is enriched in order to increase his/her engagement. Then, this knowledge has to be converted into intelligence and, if it is possible, an entertaining presentation of the information re

29、quired by the customer.</p><p>　　In this context, the real situation of e-marketing will be seen through an on-line survey that has been supplied to retailers of Spain for their completion and four in depth

30、interviews. After analysing the state, enriched technical solutions through the Web Usage Mining process will be proposed and linked to new discovered e-marketing trends. Finally, a few commercial and open source solutio

31、ns that can help in the creation of concrete solutions for these new e-marketing trends will be displayed.</p><p>　　2.Methodology</p><p>　　In accordance with the meaningful relevance that e-shop

32、s have obtained in the last years, it is crucial to conduct successful e-marketing activities in order to maintain or improve the business in these kinds of companies. At this point, it is necessary to suggest a solution

33、 from a strategic vision point of view by developing appropriate e–marketing strategies. The solution derives from a tactic vision by deciding for certain e-marketing trends and at the end an operational vision which is

34、imple</p><p>　　Fig. 1. Business vision and e-marketing</p><p>　　Even so, it is necessary to know the initial state of e-marketing into a sample of the Spanish enterprises dedicated to e-commerce

35、.</p><p>　　The methodology that has been carried out to know the initial state is based on two different manners of obtaining the real state of e-marketing paved by the e-commerce. On one hand, 86 online sur

36、veys have been made to some e- shop owners. On the other hand, out of these 86 companies four have been nominated to have an interview in depth. These interviews were conducted via telephone or face-to-face in the client

37、's own company and the online surveys were collected through a digital form made in </p><p>　　Once the surveys were completed, we proceeded to extract the information from them in order to the draw the c

38、onclusions that drive the second stage of the process. This second step consists of: a) a reflection by experts on the detected deficiencies and b) the proposal of practical solutions that facilitate the achievement of s

39、trategic e- marketing solutions with vision of business and that incorporate techniques of Data Mining.</p><p>　　3.Results and discussion</p><p>　　3.1.Results of surveys and interviews</p>

40、<p>　　On one hand, the analysis of the survey data shows that the majority of the e-shop owners questioned are small enterprises with less than 5 employees in the B2C sector (See Fig. 2a) that commodities, quick s

41、ale. They are very comparable in number of products and time in the online business (1-2 years) (See Fig. 2c). They also have a maximum number of online orders that (usually) a range from 101 to 1,000 orders a year and y

42、early revenue of less than 50,000 € (See Fig. 2b). The main languages sup</p><p>　　Fig. 2. (a) Number of employees; (b) Annual revenue; (c) Long online business</p><p>　　Although, most of the e-

43、shop owners questioned are currently using a service or tool for customer behaviour analysis in an automatic and online way, in a 40% of the cases more or less they are interested, in a service in a service that is able

44、to analyses the behaviour of groups of customers. 80% of those interested on such a service are aiming to know the customer habits and detect new e-shopping tendencies. Being a 5% of the owners respect to total are condi

45、tionally interested. In this case, t</p><p>　　The e-shops were also asked about: a) the competitor’s observation and the price adjustment and b) the antifraud. In the first case, they said the price is compa

46、red to the main competitors’ website. In the second case, the proportion of fraudulent cases of their total transaction volume was lower than 0.1% in 53% of the questioned e-shop owners. Out of them, 32% dealt with onlin

47、e payment fraud: by reviewing the incoming transactions or by transferring risk to a third party (See Fig. 3b).</p><p>　　Fig. 3. (a) Interest of behaviour analysis; (b) Proportion of fraudulent cases</p&g

48、t;<p>　　On the other hand, analysing the companies that have done the interview, it seems that all of them offer minimally processed, high-demanded products. Furthermore, 50% of the companies surveyed do not know

49、exactly the main reasons why the customers make purchases at their e-Shop. It also is highlights, the fact that only these SMEs employ a person to ensure online sales and make little investments in their online presence

50、(<10K €). In short, these are companies with a small volume of business and</p><p>　　Remark that, it has been less than 5 years since the e-shops started selling their products via Internet and, therefore

51、, it is a process that must evolve towards maturity. The e-shop considers the on-line service as an added service to its business performance but not a priority.</p><p>　　In addition to this, it can be seen

52、that the e-shops have a certain level of infrastructure because they often have outsourced the hosting of their website and almost all use Google Analytics as a web analytics tool (Clifton, 2012; Hasan, Morris, & Pro

53、bets, 2009). Out of the e-shops that use Google Analytics, very few do actually take advantage of the tool.</p><p>　　In the same way, according to the surveys, the fraudulent case out of the total volume of

54、transactions does not exceed 1% and they deal with it by leaving it in the hand of third parties: banks and gateways. They do not use electronic tools to observe and compare the prices of its competitors because it is th

55、e provider the one that sets them. </p><p>　　To sum up, with the extracted data it is concluded that many e-commerce use Web Analytics tools, specifically Google Analytics, but very few information is obtain

56、ed from the purpose of the client by his/her digital footprint. This prevents to properly categorize their behaviour and facilitate effective e-marketing campaigns.</p><p>　　3.2.Thinking and discussion based

57、 on solutions</p><p>　　The need for developing specific marketing strategies for e-commerce implies that some traditional principles are adapted, or even reinvented. Four activities facilitate the deployment

58、 of e-marketing strategies (Stolpmann, 2001): online promotion, online shopping, online service and online collaboration.</p><p>　　In addition to this, we think that it would be helpful it is necessary to ch

59、oose some of the most relevant e- marketing trends and current trends & practices based on the considerations of experts who are close to the market demand and the practical trends web literature. This means that, a

60、part of scientific base, it has obtained information from other important web origins where it might have significant information about real cases that are closer to reality. Therefore, the description of the</p>

61、<p>　　By doing so, it is obtained the necessary traceability which allows the intelligent e-marketing process be more consistent and stay closer to the e-shops reality.</p><p>　　4.Conclusions and future

62、 work</p><p>　　This study aimed to test the necessity of the SMEs to become active users of web mining solutions. Overall, from the results it can be extracted that: a) the Pricing analysis is not relevant f

63、or them, because in the majority of cases is established by the products providers; b) the fraud has not any impact in the online purchases. It is inferred from the responses, that the market has not obtained the necessa

64、ry maturity yet and that this issue is often outsourced to third party partners; c) Almo</p><p>　　Therefore, keeping in mind these key points and observing the significant importance of the digital footprint

65、 at the beginning of the web mining processes, it must regard that in a short-term the data origins based on this system will raise and the weight that this step will have on the process will be crucial, in order to disp

66、ose a better raw data. Furthermore, as in real sales, the process of selling based on e-commerce must be in concordance with the customer´s necessities prior, during and a</p><p>　　Additionally, intelli

67、gent e-marketing processes should bear in mind the necessary relationships between e- marketing trends and Data Mining techniques in order to develop specific marketing strategies for the Internet.</p><p>&l

68、t;b>　　中文譯文：</b></p><p>　　基于Web挖掘的電子商務(wù)智能網(wǎng)絡(luò)營(yíng)銷(xiāo)新趨勢(shì)</p><p>　　摘要 網(wǎng)絡(luò)營(yíng)銷(xiāo)致力于將營(yíng)銷(xiāo)策略應(yīng)用和發(fā)展到虛擬空間：網(wǎng)絡(luò)，社交媒體……在電子商務(wù)網(wǎng)站上，網(wǎng)絡(luò)營(yíng)銷(xiāo)必須促發(fā)消費(fèi)者的購(gòu)買(mǎi)欲望。這就需要精確了解客戶(hù)的偏好。因此，網(wǎng)上商店的店主必須了解到誰(shuí)、什么、怎樣以及何時(shí)向客戶(hù)提及才是最合適的，所以了解“消費(fèi)者決策歷程”并加

69、強(qiáng)他們的參與，就顯得很重要。這種分析可以在客戶(hù)訪(fǎng)問(wèn)網(wǎng)店時(shí)獲得，因?yàn)榭蛻?hù)在訪(fǎng)問(wèn)網(wǎng)店時(shí)會(huì)留下數(shù)字足跡，通過(guò)數(shù)字足跡可以了解到客戶(hù)的需求、欲望和要求，以及改善網(wǎng)站的呈現(xiàn)狀態(tài)。這些數(shù)據(jù)可用于數(shù)據(jù)挖掘，以便更好地了解網(wǎng)絡(luò)營(yíng)銷(xiāo)和銷(xiāo)售流程。本文介紹了對(duì)西班牙86家網(wǎng)上商店的調(diào)查。在結(jié)論中，提出了一些與客戶(hù)購(gòu)買(mǎi)行為分析相關(guān)的良好網(wǎng)絡(luò)營(yíng)銷(xiāo)實(shí)踐的想法。因此，從戰(zhàn)略、戰(zhàn)術(shù)和運(yùn)營(yíng)層面提出了網(wǎng)絡(luò)營(yíng)銷(xiāo)的新趨勢(shì)，其中不同的數(shù)據(jù)挖掘技術(shù)簡(jiǎn)化了購(gòu)買(mǎi)和參與過(guò)程。</

70、p><p>　　關(guān)鍵詞：網(wǎng)絡(luò)營(yíng)銷(xiāo)；電子商務(wù)；web挖掘；網(wǎng)絡(luò)營(yíng)銷(xiāo)趨勢(shì)；數(shù)字足跡</p><p><b>　　1.引言</b></p><p>　　在過(guò)去十年中，互聯(lián)網(wǎng)在全球用戶(hù)中的增長(zhǎng)率高達(dá)33％。這導(dǎo)致了消費(fèi)者對(duì)它更大程度的接受，無(wú)論是作為一種促進(jìn)信息搜索的工具，還是作為一種購(gòu)買(mǎi)產(chǎn)品和服務(wù)的方式（《十年后的互聯(lián)網(wǎng)》，2013）。</p>

71、;<p>　　這種新的技術(shù)環(huán)境已經(jīng)使消費(fèi)者的行為、習(xí)慣和趨勢(shì)產(chǎn)生了重大變化，消費(fèi)者對(duì)其的接受也刺激了電子商務(wù)（EC）的增長(zhǎng)。電子商務(wù)被定義為通過(guò)諸如互聯(lián)網(wǎng)等計(jì)算機(jī)網(wǎng)絡(luò)進(jìn)行的產(chǎn)品或服務(wù)中的商業(yè)（圖爾班，李，金，梁和圖爾班，2009）。</p><p>　　這種的商業(yè)活動(dòng)促使小企業(yè)在互聯(lián)網(wǎng)上積極發(fā)展知名度（陳，蔣和斯托里，2012），以便在全球市場(chǎng)上獲得名聲，并為其傳統(tǒng)業(yè)務(wù)增添價(jià)值。只不過(guò)虛擬和傳統(tǒng)客戶(hù)

72、的行為是不相同的（埃烏藏，2013）。</p><p>　　此外，互聯(lián)網(wǎng)的可見(jiàn)性不僅能夠讓公司獲得知名度，還可以：a）永久地向公眾開(kāi)放業(yè)務(wù)；b）降低物料庫(kù)存、后勤人員、物理空間等成本；c）更好地研究客戶(hù)；d）消除地域限制；e）創(chuàng)建品牌和參與。</p><p>　　在西班牙，根據(jù)國(guó)家電信和信息社會(huì)觀察站（ONTSI）的研究，B2C電子商務(wù)增長(zhǎng)了13％，達(dá)到12.383億歐元的營(yíng)業(yè)額。與世界市

73、場(chǎng)一樣，這一增長(zhǎng)的主要原因是2012年互聯(lián)網(wǎng)購(gòu)買(mǎi)者增長(zhǎng)了15％（15.2億）（ONTSI，2013）。</p><p>　　西班牙國(guó)家統(tǒng)計(jì)研究所（INE）提供了更為及時(shí)的數(shù)據(jù)（2013）和原產(chǎn)地（地區(qū)級(jí)）。據(jù)統(tǒng)計(jì)研究所統(tǒng)計(jì)，2013年西班牙的電子商務(wù)增加到1100萬(wàn)人左右，他們?cè)谶^(guò)去的12個(gè)月中通過(guò)網(wǎng)絡(luò)進(jìn)行購(gòu)買(mǎi)。這占總?cè)丝诘?2%。此外，西班牙使用這種貿(mào)易最多的地區(qū)是巴斯克，為42％，其次是馬德里，達(dá)40％（IN

74、E，2013）。</p><p>　　重點(diǎn)以巴斯克地區(qū)為例，巴斯克地區(qū)統(tǒng)計(jì)研究所（EUSTAT）通過(guò)數(shù)據(jù)庫(kù)和年度報(bào)告（信息社會(huì)專(zhuān)題）提供了一些有關(guān)電子商務(wù)的信息。在這份報(bào)告中，電子商務(wù)有一個(gè)有趣的部分。這部分反映出最近連接到互聯(lián)網(wǎng)的用戶(hù)中有39％進(jìn)行了某種基于web的購(gòu)買(mǎi)（EUSTAT，2014）。</p><p>　　從官方統(tǒng)計(jì)機(jī)構(gòu)提供的數(shù)據(jù)中可以看出，電子商務(wù)是一種因其性質(zhì)而發(fā)展起來(lái)的

75、商業(yè)活動(dòng)。它極大地促進(jìn)了一個(gè)國(guó)家的經(jīng)濟(jì)，特別是對(duì)致力于發(fā)展小企業(yè)經(jīng)濟(jì)的國(guó)家。</p><p>　　正如在實(shí)際銷(xiāo)售中所發(fā)生的那樣，基于電子商務(wù)的銷(xiāo)售在銷(xiāo)售之前、期間和之后，必須與客戶(hù)的需求相一致。這就需要精確了解客戶(hù)的偏好。因此，網(wǎng)上商店的店主必須了解到誰(shuí)、什么、怎樣以及何時(shí)向虛擬訪(fǎng)客提及才是最合適的，并制定針對(duì)互聯(lián)網(wǎng)的具體營(yíng)銷(xiāo)策略（Alzua-Sorzabal，Gerrikagoitia和Rebón,，

76、2014a）。</p><p>　　網(wǎng)絡(luò)營(yíng)銷(xiāo)被定義為致力于將營(yíng)銷(xiāo)策略應(yīng)用和發(fā)展到網(wǎng)絡(luò)環(huán)境中。網(wǎng)絡(luò)營(yíng)銷(xiāo)涉及到一個(gè)網(wǎng)站的所有工作階段，例如：網(wǎng)站設(shè)計(jì)，項(xiàng)目本身，內(nèi)容的適應(yīng)性，開(kāi)發(fā)，維護(hù)，分析測(cè)量和廣告（斯特勞斯，弗羅斯特和安薩里，2009）。簡(jiǎn)而言之，網(wǎng)絡(luò)營(yíng)銷(xiāo)是利用互聯(lián)網(wǎng)通過(guò)互動(dòng)網(wǎng)站和代理來(lái)更容易獲取客戶(hù)偏好的信息（張和朱，2001）。</p><p>　　為了讓客戶(hù)將注意力放在網(wǎng)站上，需要建

77、立強(qiáng)大的客戶(hù)關(guān)系，并提供服務(wù)，以便吸引客戶(hù)頻繁訪(fǎng)問(wèn)網(wǎng)站和購(gòu)買(mǎi)產(chǎn)品和服務(wù)。因此，銷(xiāo)售過(guò)程中需要深入的數(shù)據(jù)分析來(lái)了解“消費(fèi)者決策歷程”（杰芬和斯特勞布，2000）。</p><p>　　當(dāng)客戶(hù)正在訪(fǎng)問(wèn)一個(gè)網(wǎng)站時(shí)，他會(huì)留下了一些稱(chēng)為數(shù)字足跡的數(shù)據(jù)，通過(guò)數(shù)字足跡可以了解到客戶(hù)的需求、欲望和要求，以及改善網(wǎng)站的呈現(xiàn)狀態(tài)。</p><p>　　對(duì)于用戶(hù)在導(dǎo)航過(guò)程中留下的數(shù)字足跡，可以應(yīng)用Web挖掘（A

78、rbelaitz等人，2013）的這種信息技術(shù)；掌握客戶(hù)購(gòu)買(mǎi)行為的知識(shí)，以增加他/她的參與度。然后，這種信息必須轉(zhuǎn)化為智力，如果有可能，可以對(duì)客戶(hù)所要求的信息進(jìn)行有趣的展示。</p><p>　　在這種情況下，網(wǎng)絡(luò)營(yíng)銷(xiāo)的真實(shí)情況將通過(guò)對(duì)西班牙零售商提供的在線(xiàn)調(diào)查和四次深入訪(fǎng)談來(lái)了解。在分析了狀態(tài)之后，將通過(guò)Web使用挖掘過(guò)程提出豐富的技術(shù)解決方案，并將其與新發(fā)現(xiàn)的網(wǎng)絡(luò)營(yíng)銷(xiāo)趨勢(shì)聯(lián)系起來(lái)。最后，將展示一些商業(yè)和開(kāi)源解

79、決方案，這些方案有助于為這些新的網(wǎng)絡(luò)營(yíng)銷(xiāo)趨勢(shì)創(chuàng)造具體的解決方案。</p><p><b>　　2.方法</b></p><p>　　根據(jù)網(wǎng)上商店在過(guò)去幾年中取得的重要意義，對(duì)于維護(hù)或改善這些公司的業(yè)務(wù)而言，進(jìn)行成功的網(wǎng)絡(luò)營(yíng)銷(xiāo)活動(dòng)以至關(guān)重要。在這一點(diǎn)上，有必要從戰(zhàn)略眼光的角度提出解決方案，制定適當(dāng)?shù)木W(wǎng)絡(luò)營(yíng)銷(xiāo)策略。該解決方案源于戰(zhàn)略愿景，通過(guò)確定某些網(wǎng)絡(luò)營(yíng)銷(xiāo)趨勢(shì)，并最終通

80、過(guò)選定的趨勢(shì)和實(shí)踐來(lái)實(shí)現(xiàn)業(yè)務(wù)愿景（見(jiàn)圖1）。</p><p>　　圖1.業(yè)務(wù)愿景和網(wǎng)路營(yíng)銷(xiāo)</p><p>　　即便如此，也有必要了解網(wǎng)絡(luò)營(yíng)銷(xiāo)的初始狀態(tài)，并將其作為一個(gè)致力于電子商務(wù)的西班牙企業(yè)的樣本。</p><p>　　了解初始狀態(tài)的方法是基于獲取有電子商務(wù)組成的網(wǎng)絡(luò)營(yíng)銷(xiāo)真實(shí)狀態(tài)的兩種不同的方式。一方面，對(duì)一些網(wǎng)上商店的店主進(jìn)行了86次在線(xiàn)調(diào)查。另一方面，對(duì)這8

81、6家公司中4家進(jìn)行了深入訪(fǎng)談。這些訪(fǎng)談是通過(guò)電話(huà)或面對(duì)面的方式在客戶(hù)自己的公司進(jìn)行的，在線(xiàn)調(diào)查是通過(guò)Google Forms中提供的數(shù)字表單收集的。</p><p>　　一旦調(diào)查完成，我們就從中提取信息，以便得出推動(dòng)第二階段進(jìn)程的結(jié)論。第二步包括：a）專(zhuān)家對(duì)檢測(cè)到的缺陷進(jìn)行反思，以及b）提出切實(shí)可行的解決方案，以促進(jìn)實(shí)現(xiàn)具有業(yè)務(wù)愿景的戰(zhàn)略網(wǎng)絡(luò)營(yíng)銷(xiāo)解決方案，并將數(shù)據(jù)挖掘技術(shù)納入其中。</p><

82、p><b>　　3.結(jié)果與討論</b></p><p>　　3.1.調(diào)查和訪(fǎng)談的結(jié)果</p><p>　　一方面，對(duì)調(diào)查數(shù)據(jù)的分析表明，大多數(shù)網(wǎng)店的店主被質(zhì)疑是B2C行業(yè)中少于5名員工的小型企業(yè)（見(jiàn)圖2a），他們主要銷(xiāo)售快消品。他們?cè)诰€(xiàn)業(yè)務(wù)的數(shù)量和時(shí)間上非常相似（1-2年）（見(jiàn)圖2c）。他們的在線(xiàn)訂單數(shù)量最多（通常）為每年101到1,000個(gè)訂單，年收入低于50

83、,000歐元（見(jiàn)圖2b）。網(wǎng)上商店支持的主要語(yǔ)言是西班牙語(yǔ)和英語(yǔ)。</p><p>　　圖2.（a）雇員人數(shù)；（b）年度收入；（c）長(zhǎng)期在線(xiàn)業(yè)務(wù)</p><p>　　雖然大多數(shù)網(wǎng)店店主被質(zhì)疑目前正在使用服務(wù)或工具對(duì)客戶(hù)的無(wú)意識(shí)在線(xiàn)行為進(jìn)行分析，但在只有40%的店主會(huì)對(duì)在服務(wù)中能夠分析客戶(hù)群體的行為感興趣，對(duì)這類(lèi)服務(wù)感興趣的人中有80％旨在了解客戶(hù)的習(xí)慣并發(fā)現(xiàn)新的網(wǎng)絡(luò)購(gòu)物趨勢(shì)。5%的店主對(duì)所

84、有的都感興趣。在這種情況下，需求是一個(gè)簡(jiǎn)單的系統(tǒng)（見(jiàn)圖3a）。</p><p>　　同時(shí)網(wǎng)上商店也被問(wèn)及：a）競(jìng)爭(zhēng)對(duì)手的情報(bào)和價(jià)格調(diào)整，以及b）反欺詐。第一種情況，他們表示將價(jià)格會(huì)與主要競(jìng)爭(zhēng)對(duì)手的網(wǎng)站進(jìn)行比較。第二種情況，53％的受質(zhì)疑的店主的欺詐案件占總交易量的比例低于0.1％。其中，32％涉及到網(wǎng)上支付欺詐行為：通過(guò)查看收到的交易或?qū)L(fēng)險(xiǎn)轉(zhuǎn)移給第三方（見(jiàn)圖3b）。</p><p>　　

85、圖3.（a）行為分析的興趣；（b）欺詐案件的比例</p><p>　　另一方面，對(duì)接受采訪(fǎng)的公司進(jìn)行分析，似乎所有的這些公司都提供微加工高需求的產(chǎn)品。此外，有50％的受訪(fǎng)公司并不清楚客戶(hù)在網(wǎng)絡(luò)上購(gòu)物的主要原因。這也凸顯了這樣一個(gè)事實(shí)，即這些中小企業(yè)只雇用一個(gè)人來(lái)確保網(wǎng)上銷(xiāo)售，而很少對(duì)他們的網(wǎng)絡(luò)形象進(jìn)行投資（小于1萬(wàn)歐元）。簡(jiǎn)而言之，這些企業(yè)的業(yè)務(wù)量很小，網(wǎng)絡(luò)銷(xiāo)售的收入并不會(huì)對(duì)他們的業(yè)務(wù)造成很大的影響。</p

86、><p>　　注意到，網(wǎng)上商店開(kāi)始通過(guò)網(wǎng)絡(luò)銷(xiāo)售產(chǎn)品不到5年的時(shí)間，因此，這是一個(gè)必然走向成熟的過(guò)程。網(wǎng)上商店將在線(xiàn)服務(wù)視為業(yè)務(wù)績(jī)效的附加服務(wù)，但不是優(yōu)先事項(xiàng)。</p><p>　　除此之外，可以看出，網(wǎng)上商店需要一定的基礎(chǔ)設(shè)施，因?yàn)樗麄兘?jīng)常外包其網(wǎng)站托管，幾乎全部使用谷歌分析來(lái)作為網(wǎng)絡(luò)分析工具（克利夫頓，2012；哈桑，莫里斯和珀倍特，2009）。在使用谷歌分析的網(wǎng)上商店中，很少有人真正利用了

87、這個(gè)工具。</p><p>　　同樣地，根據(jù)調(diào)查，交易總額中的欺詐案例不超過(guò)1％，并將其交由第三方銀行和網(wǎng)關(guān)處理。他們不使用電子工具來(lái)觀察和比較其競(jìng)爭(zhēng)對(duì)手的價(jià)格，因?yàn)樗麄兊奶峁┥叹褪窃O(shè)置者。</p><p>　　總之，利用提取的數(shù)據(jù)，可以得出結(jié)論，許多電子商務(wù)使用Web分析工具，特別是谷歌分析，但是只有很少的信息是通過(guò)客戶(hù)的數(shù)字足跡獲得的。這樣就無(wú)法正確分類(lèi)其行為并促進(jìn)有效的網(wǎng)絡(luò)營(yíng)銷(xiāo)活動(dòng)。

88、</p><p>　　3.2.基于解決方案的思考和討論</p><p>　　制定電子商務(wù)的具體營(yíng)銷(xiāo)策略的必要性意味著一些傳統(tǒng)原則被改變，甚至被重新制定。促進(jìn)網(wǎng)絡(luò)營(yíng)銷(xiāo)策略的部署的有四個(gè)活動(dòng)（施托爾普曼，2001）：在線(xiàn)推廣、在線(xiàn)購(gòu)物、在線(xiàn)服務(wù)和在線(xiàn)協(xié)作。</p><p>　　除此之外，我們認(rèn)為，有必要根據(jù)貼近市場(chǎng)需求的專(zhuān)家和網(wǎng)絡(luò)文獻(xiàn)的實(shí)際趨勢(shì)的考慮，選擇一些最相關(guān)的網(wǎng)

89、絡(luò)營(yíng)銷(xiāo)趨勢(shì)和當(dāng)前趨勢(shì)與實(shí)踐。這意味著，作為科學(xué)基礎(chǔ)的一部分，它已經(jīng)從其他重要的Web來(lái)源獲取信息，其中可能有更接近真實(shí)情況的重要信息。因此，趨勢(shì)可以描述為：實(shí)體，將提供越來(lái)越復(fù)雜的在線(xiàn)功能，移動(dòng)無(wú)處不在……相關(guān)的網(wǎng)絡(luò)營(yíng)銷(xiāo)至關(guān)重要，因此，這些可以與趨勢(shì)和實(shí)踐交叉。這些最新趨勢(shì)的技術(shù)進(jìn)步必須著眼于未來(lái)，零售商可以從他們的網(wǎng)上銷(xiāo)售中獲益最多。在這方面，有一些因素應(yīng)該被考慮到，例如快速或全方位的客戶(hù)體驗(yàn)，社交網(wǎng)絡(luò)測(cè)試（阿雅達(dá)和埃爾麥奇，2014

90、），愿望清單，搜索引擎優(yōu)化或大型市場(chǎng)，跨境電子銷(xiāo)售，建議性銷(xiāo)售（穆斯曼，亞多拿圖，巴克，卡茨和韋斯特，2010），網(wǎng)頁(yè)橫幅廣告（歐森和艾吉奧戴克，2014）和獎(jiǎng)勵(lì)。</p><p>　　通過(guò)這樣做，獲得了必要的可追溯性，使得智能網(wǎng)絡(luò)營(yíng)銷(xiāo)過(guò)程更加符合和貼近網(wǎng)上商店的現(xiàn)實(shí)。</p><p><b>　　4.結(jié)論和未來(lái)工作</b></p><p>　

91、　本研究旨在測(cè)試中小企業(yè)成為web挖掘解決方案活躍用戶(hù)的必要性?？偟膩?lái)說(shuō)，從研究結(jié)果可以得出以下結(jié)論：a）定價(jià)分析與他們無(wú)關(guān)，因?yàn)榇蠖鄶?shù)情況是由產(chǎn)品供應(yīng)商確定的；b）欺詐對(duì)網(wǎng)上購(gòu)物沒(méi)有任何影響。從反饋中可以推斷，市場(chǎng)尚未達(dá)到成熟，而且這一問(wèn)題往往被外包給第三方合作伙伴；c）幾乎所有被質(zhì)疑的公司都已經(jīng)在他們的網(wǎng)站上部署了web分析，但并沒(méi)有進(jìn)行詳盡的數(shù)據(jù)分析。</p><p>　　因此，在web挖掘過(guò)程開(kāi)始時(shí)，要牢

92、記這些關(guān)鍵點(diǎn)和觀察數(shù)字足跡的重要性，必須考慮到，在短期內(nèi)基于該系統(tǒng)的數(shù)據(jù)來(lái)源將會(huì)提高，而這一步對(duì)過(guò)程的權(quán)重將是至關(guān)重要的，以便處理更好的原始數(shù)據(jù)。此外，與實(shí)際銷(xiāo)售一樣，電子商務(wù)的銷(xiāo)售在銷(xiāo)售之前、期間和之后，必須與客戶(hù)的需求相一致。這就需要精確了解客戶(hù)的偏好。因此，網(wǎng)上商店的店主必須了解到誰(shuí)、什么、怎樣以及何時(shí)向虛擬訪(fǎng)客提及才是最合適的。將數(shù)據(jù)挖掘技術(shù)應(yīng)用到相應(yīng)的階段，以滿(mǎn)足豐富數(shù)據(jù)的需求，并根據(jù)客戶(hù)端的更好的信息來(lái)增加數(shù)據(jù)的價(jià)值。<