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Discuss Application of Big Data in E-Commerce in China From 2010 to 2018
Discuss Applications of Big Data in E-Commerce
in China From 2010 to 2018
LCE502 English for Academic Purposes
Lingnan University
Author Note
, The Lingnan Institute of Further Education.
I declare I have complied with the APA ethical principles and I am solely responsible
for the facts and accuracy of the data presented herein. I do not present portions of another’s
work or data as my own, even if the other work or data source is cited occasionally.
(Signature of corresponding author) (Date)
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Discuss Application of Big Data in E-Commerce in China From 2010 to 2018
Abstract
The era of big data brings about the change of concept of data for e-commerce, which
makes the practical application of data more integrated with enterprise operation and
promotes the innovation of service mode. As Walsh and Godfrey (2000) said, “Leveraging
the advances in information technology e-tailers employ a wide range of high-tech processes.
It enables them to identify the unique desires of each and every customer and offer a more
personalized service. This forms the basis of a successful e-tailer’s strategy” (p.85). The
important trend of big data is to provide personalized services according to the characteristics
of consumers.
Through big data applications, e-commerce enterprises can carry out personalized and
intelligent advertising push services and create more interesting and effective service modes.
E-commerce enterprises can also find more ways to increase user stickiness through big data,
develop new products and services, and reduce operating costs.
Through the analysis on the application of big data analysis in e-commerce in recent
years, big data is not only valued to push personalized advertisements to users but also well
utilized in supply chain management, cross-border e-commerce and other aspects. Applying
big data in e-commerce has developed rapidly in both depth and breadth.
This paper discusses the main applications of big data in e-commerce in recent years,
analyses and summarizes the advantages and disadvantages of these applications, and expect
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Discuss Application of Big Data in E-Commerce in China From 2010 to 2018
to find more application aspects of big data to make some suggestions for the development
and improvement of e-commerce.
Keywords: Big data; E-commerce; Personalized service.
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Discuss Application of Big Data in E-Commerce in China From 2010 to 2018
Table of contents
Abstract ...................................................................................................................................... 2
1. Introduction ............................................................................................................................ 6
1.1. Research Background ................................................................................................. 6
1.2. Research Questions and Hypothesis ........................................................................... 7
2. Literature Review................................................................................................................... 8
2.1. The Concept of Big Data Analysis .............................................................................. 8
2.2. The Development of Electronic Commerce ............................................................... 9
2.3. Application Of Big Data in Precision Marketing ...................................................... 10
2.4. The Application of Big Data in Cross-Border E-Commerce .................................... 11
2.5. Application of Big Data in Cost Reduction .............................................................. 12
3. Research Approach .............................................................................................................. 12
4. Application of Big Data in Precision Marketing.................................................................. 14
4.1. BDA Improves the Accuracy of Personalized Services ............................................ 14
4.2. There Are Some Risks in Using BDA ...................................................................... 15
5. Application of Big Data in Cost Reduction ......................................................................... 16
5.1. Control the Procurement Cost ................................................................................... 16
5.2. Control Its Own Cost in The Procurement Process .................................................. 16
5.3. Reduce Logistics Costs ............................................................................................. 17
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Discuss Application of Big Data in E-Commerce in China From 2010 to 2018
6. The Application of Big Data in Cross-Border E-Commerce ............................................... 17
6.1. Optimize the Distribution Scheme and Management of Logistics ........................... 17
6.2. Use BDA to Predict Consumer Preferences.............................................................. 18
7. Conclusion ........................................................................................................................... 19
7.1. BDA Needs to Move in a More Secure Direction in Personalized Services ............ 19
7.2. Logistics Needs to Establish a More Complete Database ........................................ 20
7.3. BDA Plays an Important Role in Cross-Border E-Commerce .................................. 21
7.4. Limitations ................................................................................................................ 22
References ................................................................................................................................ 23
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Discuss Application of Big Data in E-Commerce in China From 2010 to 2018
1. Introduction
1.1. Research Background
Although scholars bring forward the concept of big data as early as 2001. But the real big
data application was officially developed in 2012 with the support of US President Barack
Obama. Big data has the characteristics of “3V”, namely Volume, Velocity and Variety. When
using Facebook, YouTube and other online services, each user will continuously and rapidly
generate new and diverse data in this huge database. Compared with the youth of big data, e-
commerce appeared earlier. As early as 1996, the revenue of Amazon online bookstore reached
15.8 million US dollars. By 1998, this figure had become 400 million US dollars. In China,
Tencent launched Paipai in 2003, Alibaba launched Taobao and Alipay, and more and more
Internet users began to accept online shopping. By 2010, as numerous traditional enterprises
and capital entered the e-commerce industry and the express industry developed rapidly, e-
commerce entered an era of rapid development.
The formation and stability of e-commerce market provide a foundation for the
application of big data in e-commerce. In recent two years, big data analysis has been widely
used in the field of e-commerce. “There has been an increasing emphasis on big data analysis
(BDA) in e-commerce in recent years.” Akter and Wamba (2016) remarked, “However, it
remains poorly-explored as a concept, which obstructs its theoretical and practical development”
(p.173). E-commerce has gained strong development momentum from the combination of big
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Discuss Application of Big Data in E-Commerce in China From 2010 to 2018
data and e-commerce. Big data can not only save labor costs for e-commerce but also
automatically analyze user habits and predict user habits through algorithms. Although e-
commerce has achieved excellent results with the help of big data, there are still many
shortcomings in this kind of attempt and application for the short time. This paper collects and
summarizes the role played by big data in e-commerce in recent years, and analyze its
achievements and shortcomings.
1.2. Research Questions and Hypothesis
This paper studies the topic based on the following three questions:
