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从本质上说,个性化推荐是一种营销手段,是指根据用户的兴趣和购买行为,向用户推荐其感兴趣的信息和商品。其最大的优点在于能根据用户的偏好主动为用户推荐符合其个性化需要的商品。Resinick和Varian在1997年给出推荐系统的定义:“它是利用电子商务网站提供商品信息和建议,帮助用户决定该购买什么产品,模拟销售人员帮助客户完成购买过程。”其作用主要表现在三个方面:促进网站的浏览者(browser)向购买者(buyer)转换;提高网站的交叉销售能力;提高网站用户的忠诚度,进而提升服务质量。个性化推荐作为一种新型的个性化营销手段,如何有效地向用户进行准确、有效的推荐,成为企业能否长期处于优势地位的关键。
Essentially, personalized recommendation is a marketing tool that refers to recommending information and products of interest to users based on the user’s interests and buying behavior. Its biggest advantage is that according to the user’s preferences for the user initiative to recommend their own personalized needs of the commodity. Resinick and Varian gave a definition of a recommendation system in 1997: “It uses the e-commerce website to provide product information and advice to help users decide what products to buy and simulate salespeople who help them with the purchase process.” " In three aspects: to promote the website browser (browser) to the buyer (buyer) conversion; to improve the site’s cross-selling capabilities; improve site users loyalty, thereby enhancing service quality. Personalized recommendation as a new type of personalized marketing, how to effectively and accurately recommend to users, become the key to the long-term dominant position.