Information-driven era of network economy, communications and computer technology to shorten the distance between consumers and producers, enterprises can easily market their products and services, cross-regional, cross-border business. In order to adapt to this changing economy, in the area of electronic commerce, according to the characteristics of different users on the user personalized services to attract more visitors as clients, increase existing customer loyalty, strengthen cross-site marketing capabilities, has become a goal pursued by many e-commerce businesses.
The article focuses on personalized service resulting analysis of the background, come to carry out personalized service is the inevitable trend of development; and then explain the e-commerce services, personalized content, role and some problems from a business perspective, supply chain angle point of view of realization of e-business e-commerce platform for personalized service strategy; the last of the realization of personalized e-commerce services, three key technologies: Web usage mining techniques, collaborative filtering and web design. In short, this personalized e-commerce services, production, principles, techniques and strategies are described and discussed.
Key words: E-commerce, Personalized service, Personalized service technology, Personalized service strategy