Analysis of e-commerce customer data mining based on Apriori optimization algorithm

With the rapid development, the Internet has gained great popularity. As a new way of sales, e-commerce has rapidly occupied a large proportion of China's retail industry. E-commerce has opened up new markets and new ways of shopping. The algorithm based on association rules in this paper uses Apriori algorithm to recommend products to users, which saves users' shopping time and attracts more users. In this paper, Apriori algorithm is briefly introduced, and an improved method is proposed, and the improved algorithm is simply verified. It is beneficial for enterprises to accurately identify customer needs, take timely actions, and comprehensively carry out precise marketing, thus increasing market share. After fully developing customer needs and carrying out precise marketing, we should also pay attention to the maintenance of customer relationship. Combining theory with practice, on the basis of analysis, we can extract and discover customer needs from a lot of information, so as to implement precise marketing strategies and even create customer needs.