Research on E-commerce Network Marketing Strategy Based on Data Mining

With the continuous development of science and technology, e-commerce activities and marketing through the network under the condition of network technology provide a convenient way for enterprises to publicize their products and services, and have become an effective guarantee for enterprises to achieve success in future business competition. However, network marketing is a double-edged sword. There are both opportunities and challenges. In today’s information age, it is very necessary to study e-commerce and network marketing. This paper uses clustering and classification analysis algorithms of data mining to accurately predict and analyze the target customers of online marketing. The test results show that the prediction accuracy of attribute analysis tools of data mining is 20.36% higher than that of general analysis tools. Through in-depth analysis of these information, we can find market demand, customer groups with similar purchasing behavior and other information. Timely discovery of such information can help enterprises to quickly reflect market changes, make customer expectations, and thus formulate effective marketing plans.