基于数据仓库的电信客户关系管理研究
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摘要
客户关系管理的产生是由激烈的市场竞争、信息技术的发展和管理思想的变革三方面因素共同促成的，其目的是为了提高顾客的价值和忠诚度，进而实现企业收入的增长与效率的提高。谁能把握住市场的脉搏，满足客户对产品的需求，谁就能赢得客户，赢得市场，才能生存和发展。
在中国加入WTO后，电信市场的基础服务及增值服务的开放已势在必行。面对来自国内外强大竞争对手的压力，积累多年的客户数据资源成为电信运营商最大的竞争优势。如何管理好企业与客户之间的关系，提升服务质量，保持有价值的客户，拓展新客源，这些都需要通过电信CRM来提供有效的决策支持。
电信企业CRM建设的目的是要以客户为中心，充分挖掘日益丰富的客户资料，为客户提供更具有针对性的个性化服务，全力支撑企业运营的产品和服务，树立良好的电信企业形象，提高客户的满意度和忠诚度，从而使电信企业获得稳步增长的收益。电信企业CRM的管理模型有业务型和分析型。
随着市场化程度的逐渐深入，电信企业迫切需要提高自己的数据分析能力。这种分析只有建立在企业内部各个环节上和外部市场等方面产生出来的数据基础上，才能够真实地反映企业的实际运行情况，并据此做出科学决策。通过对这些数据的整理和分析，提高数据质量及分析能力，可以提高企业的市场竞争力。
目前国内的电信企业已经具有较为成熟的各个部门的管理系统，这为数据仓库提供了数据电子化的客观条件；电信行业面临市场竞争的压力，为数据仓库的建立提供外在动力。基于数据仓库的电信业务应用主要包括：客户管理、客户发展分析、防欺诈分析、网络运营分析等几个方面。数据分析技术包括：联机分析处理(OLAP)、数据挖掘(DM)、联机分析挖掘(OLAM)等。
通用数据挖掘方法包含七个步骤，分别为：以准确的陈述定义业务需求；定义数据模型和数据需求；准备数据；评估数据质量；选择挖掘功能并确定挖掘方法；解释挖掘结果；应用结果。本文以两个主题来分析数据仓库在电信CRM中的应用，分别为：聚类分析对电信客户进行细分、应用数据挖掘预防电信欺诈，并提出了应采取的市场应对措施。
Customer Relationship Management was produced by the drastic market competition, the development of information technology and the change of management ideology. It's objective is in order to improve customer's value and loyalty and to gain in the enterprise's earning and boost efficiency. Who can grasp the market's pulse and satisfy the customer's need to products, the enterprise will win the customer and market, and it will survive and develop.
After China's Accession to WTO, the opening of telecom market's foundation service and Value-added service will be imperative under the situation. In the face of the pressure of competitor that come from inside and outside, the customer data resource that get together for years become the biggest competition advantage of the telecom operators. So how to manage the relationship between enterprise and customer, advance the quality of service, keep the valuable customer, develop the new customer, all these need CRM to provide the effective decision support.
The objective of telecom enterprise's CRM construction is to exhume the abundant customer resource increasingly, provide customer more individuation service, sustain the enterprise's product and service, build up the benign telecom enterprise figure, enhance the customer satisfaction and loyalty, and accordingly make the telecom enterprise obtain income steadily. The management model of telecom enterprise CRM has operator type and analysis type.
With the development of market economy, enterprises need to heighten their data analyses ability. This kind of analyses can reflect enterprise's practical course and make out scientific decision only which based on the data that come from enterprise inside and outside market. Through the trim and analysis of these data and the improvement of data quality and analysis ability, manager can enhance the enterprise's market competition.
Now the telecom enterprises in China already have possessed well-round management system in many sections, which provide the impersonal condition of electronic data for data warehouse. The pressure that telecom industry faced is the exterior impetus for the foundation of data warehouse.
The operation application of telecom industry include mostly: customer management, customer development analysis, anti-fraud analysis, network management analysis etc. The data analysis technique includes: OLAP, Data Mining and OLAM etc.
The generic data mining method include seven steps: defining the business issue by exact state; defining the data model and data needs; preparing the data ; evaluating the data quality; choosing the data mining technique; interpreting the mining results; bringing to bear the result. This paper narrate the data warehouse's application in telecom CRM by two subject matters: using clustering analysis to fractionize the telecom customer and using data mining to guard against telecom fraud and put forward corresponding solutions.
在中国加入WTO后，电信市场的基础服务及增值服务的开放已势在必行。面对来自国内外强大竞争对手的压力，积累多年的客户数据资源成为电信运营商最大的竞争优势。如何管理好企业与客户之间的关系，提升服务质量，保持有价值的客户，拓展新客源，这些都需要通过电信CRM来提供有效的决策支持。
电信企业CRM建设的目的是要以客户为中心，充分挖掘日益丰富的客户资料，为客户提供更具有针对性的个性化服务，全力支撑企业运营的产品和服务，树立良好的电信企业形象，提高客户的满意度和忠诚度，从而使电信企业获得稳步增长的收益。电信企业CRM的管理模型有业务型和分析型。
随着市场化程度的逐渐深入，电信企业迫切需要提高自己的数据分析能力。这种分析只有建立在企业内部各个环节上和外部市场等方面产生出来的数据基础上，才能够真实地反映企业的实际运行情况，并据此做出科学决策。通过对这些数据的整理和分析，提高数据质量及分析能力，可以提高企业的市场竞争力。
目前国内的电信企业已经具有较为成熟的各个部门的管理系统，这为数据仓库提供了数据电子化的客观条件；电信行业面临市场竞争的压力，为数据仓库的建立提供外在动力。基于数据仓库的电信业务应用主要包括：客户管理、客户发展分析、防欺诈分析、网络运营分析等几个方面。数据分析技术包括：联机分析处理(OLAP)、数据挖掘(DM)、联机分析挖掘(OLAM)等。
通用数据挖掘方法包含七个步骤，分别为：以准确的陈述定义业务需求；定义数据模型和数据需求；准备数据；评估数据质量；选择挖掘功能并确定挖掘方法；解释挖掘结果；应用结果。本文以两个主题来分析数据仓库在电信CRM中的应用，分别为：聚类分析对电信客户进行细分、应用数据挖掘预防电信欺诈，并提出了应采取的市场应对措施。
Customer Relationship Management was produced by the drastic market competition, the development of information technology and the change of management ideology. It's objective is in order to improve customer's value and loyalty and to gain in the enterprise's earning and boost efficiency. Who can grasp the market's pulse and satisfy the customer's need to products, the enterprise will win the customer and market, and it will survive and develop.
After China's Accession to WTO, the opening of telecom market's foundation service and Value-added service will be imperative under the situation. In the face of the pressure of competitor that come from inside and outside, the customer data resource that get together for years become the biggest competition advantage of the telecom operators. So how to manage the relationship between enterprise and customer, advance the quality of service, keep the valuable customer, develop the new customer, all these need CRM to provide the effective decision support.
The objective of telecom enterprise's CRM construction is to exhume the abundant customer resource increasingly, provide customer more individuation service, sustain the enterprise's product and service, build up the benign telecom enterprise figure, enhance the customer satisfaction and loyalty, and accordingly make the telecom enterprise obtain income steadily. The management model of telecom enterprise CRM has operator type and analysis type.
With the development of market economy, enterprises need to heighten their data analyses ability. This kind of analyses can reflect enterprise's practical course and make out scientific decision only which based on the data that come from enterprise inside and outside market. Through the trim and analysis of these data and the improvement of data quality and analysis ability, manager can enhance the enterprise's market competition.
Now the telecom enterprises in China already have possessed well-round management system in many sections, which provide the impersonal condition of electronic data for data warehouse. The pressure that telecom industry faced is the exterior impetus for the foundation of data warehouse.
The operation application of telecom industry include mostly: customer management, customer development analysis, anti-fraud analysis, network management analysis etc. The data analysis technique includes: OLAP, Data Mining and OLAM etc.
The generic data mining method include seven steps: defining the business issue by exact state; defining the data model and data needs; preparing the data ; evaluating the data quality; choosing the data mining technique; interpreting the mining results; bringing to bear the result. This paper narrate the data warehouse's application in telecom CRM by two subject matters: using clustering analysis to fractionize the telecom customer and using data mining to guard against telecom fraud and put forward corresponding solutions.
引文
[1] 中国移动推出“动感地带”的背后 CTI论坛http://www.ctiforum.com/forum/2003/04/forum03_0411.htm 2003/04/14
[2] 田同生．．假如武汉电信有了CRM CTI论坛http://www.ctiforum.com/technology/CRM/2002/04/crm0416.htm 2002-04-16
[3] NCR Teradata电信业数据仓库成功案例 中国计算机报2002-12-23 总期号：1179 本年期号：96
[4] 肖朝虎．数据挖掘助竞争．从杭州电信数据仓库建设看电信业 IT应用 中国计算机报2002-04-22 总期号：1111 本年期号：28
[5] 田同生．CRM首创者谈 CRM Gartner Group如是说 计算机世界网 2001-8-27http://www. ccw. com. cn/htm/newsl/zl/ttsh/01 8 27 3. asp
[6] 程芳．谁是你的客户?—客户关系管理(CRM)与现代市场营销信息与电脑．2000(12)．35-37
[7] 董金祥，陈刚，尹建伟．客户关系管理杭州：浙江大学出版社2002，10-18,22.141-143,291-292,294-296,329-334
[8] AMT管政．如何建立CRM评价体系之一 http://www.i-power.com.cn/ipower/erp/crm2/crm020701003.htm
[9] 管政．将CRM提升到战略高度天极网http://www.chinabyte.com/20020702/1618577.shtml
[10] 汉普研发．企业如何实施CRM?http://www.chinatelecom.com.cn/special/serve/bar3/bar3_14.htm
[11] 樊咏梅．电信CRM．要节流，更要开源 运营商 2003年12月
[12] 林建新．构建电信CRM系统 提供优质服务http://www.ctiforum.com/technology/CRM/2002/12/crm1230.htm 2002/12/19
[13] Inmon,W.H..Building the Data Warehouse,Johm Wiley and Sons,1996.
[14] 武森，高学东，[德]M．巴斯蒂安．数据仓库与数据挖掘 第1版 北京：冶金工业出版社2003 119-125
[15] 段云峰，吴维宇，李剑威等．数据仓库及其在电信领域中的应用．第1版．北京：电子工业出版社2003．10．14-26，73-113，161-168，188-194．
[16] Corinne Baragoin,Christian M.Andersen,Stepham Bayerl etc使用DB2 Intelligent Miner for Data拓展自己的电信业务 ibm.com/redbook 2001.9
[17] NCR Teradata 数据仓库电信业解决方案 中国计算机报2002-05-13总期号：1116 本年期号：33
[18] [美]罗纳德．S．史威福特著．杨东龙等译 客户关系管理——加速利润和优势提升．第1版．北京：中国经济出版社2002 87—88
[19] 马丰，杨玉凤．移动通信市场的差异化服务策略．移动通信，2003．12
[20] 马丰，杨玉凤．大客户管理法则．企业改革与管理，2003．10
[21] 吕廷杰，尹涛，王琦．客户关系管理与主题分析．第1版．北京：人民邮电出版社，．2002年，216～217
[22] 林宇等编著．数据仓库原理宇实践．．北京：北京邮电出版社2003．1
[23] 何荣勤．．CRM原理、设计和实践 北京：电子工业出版社2003．1
[24] 王广宇．客户关系管理．第1版．北京．经济管理出版社，2001
[25] 田同生．客户关系管理的中国之路．北京：机械工业出版社，2001
[26] 罗家德．网络网际关系行销．北京：科学技术文献出版社．2001
[27] 王广宇．客户关系管理(CRM)—网络经济中的企业管理理论和应用解决方案．北京：经济管理出版社，2001
[28] 孟凡强，王玉荣编著．CRM行动手册—策略、技术和实现．北京：机械工业出版社，2002
[29] 唐璎障，孙黎．一对一营销—客户关系管理的核心．北京：中国经济出版社，2002
[30] Olivia Parr Rud数据挖掘实践 第1版 朱扬勇 左子叶 张忠平等译 北京：机械工业出版社2003 225～243
[31] 丁秋林 力士奇．客户关系管理 第1版 北京 清华大学出版社 2002
[32] Quinn,James B.(1992),Intelligent Enterprise, New York: Free Press.
[33] Robert Groth(2000),Data mining:building competitive adventage,NJ:Prentice Hall.
[34] Ladley,John,"Operational Data Stores:Building an Effective Strategy",Data warehouse:Pratical Advice form the Experts,Prentice Hall,Englewood Cliffs,NJ, 1997.
[35] Gardmer, Stephen R., "Building the Data warehouse",Communication of ACM,
September 1998, Volume 41, Numver 9, 52-60.
[36] Douglas Hackney, Http://www.egltd.com, DW101: A Practical Overview, 2001.
[37] Pieter R. Mimno, "The Big Picture-How Brio Competes in the Data Warehousing Market", Presentation to Brio Technology-August 4, 1998.
[38] Alex Berson, Stephen Smith, Kurt Therling, "Building Data Mining Application for CRM", McGraw-Hill, 1999.
[39] W.H.Inmon, Ken Rudin, Christopher K. Buss, Ryan Sousa, "Data Warehouse Performance", John Wiley & Sons, 1999.
[40] Gram,T.(1994),The Power of Relationship Marketing-Keeping Customer for Life,London:Pitman.
[41] Haley, Barbara. 1998.Implementing Successful Data Warehouse. Journal of Data warehousing(3) 2:48-51.
[42] Swift,Ronald S. How CRM Drive High Customer Retention and Increased Loyalty in Customer Service Businesses and Government. In proceeding of European Conference on CRM,London England,June 1999.
[43] Hackney, Douglas. 1998.The Seven Deadly Sins of Data Warehousing.Reading, MA:Addision-Wesley
[44] Eckerson,Wayne W. 1997.How to Architect a Customer Relationship Managemnet Solution.Boston,MA.:Patricia Seybol and Company Pulishers.
[45] Barquin,Ramon C.1999.Data Warehousing Step by Step.Upper Saddle River,NJ:Prentice Hall.
[46] Berry,Michael and Gordon Linoff.1999.Mastering Data Mining:The Art and Science of Customer Relationship Management.New York:Wiley.
[2] 田同生．．假如武汉电信有了CRM CTI论坛http://www.ctiforum.com/technology/CRM/2002/04/crm0416.htm 2002-04-16
[3] NCR Teradata电信业数据仓库成功案例 中国计算机报2002-12-23 总期号：1179 本年期号：96
[4] 肖朝虎．数据挖掘助竞争．从杭州电信数据仓库建设看电信业 IT应用 中国计算机报2002-04-22 总期号：1111 本年期号：28
[5] 田同生．CRM首创者谈 CRM Gartner Group如是说 计算机世界网 2001-8-27http://www. ccw. com. cn/htm/newsl/zl/ttsh/01 8 27 3. asp
[6] 程芳．谁是你的客户?—客户关系管理(CRM)与现代市场营销信息与电脑．2000(12)．35-37
[7] 董金祥，陈刚，尹建伟．客户关系管理杭州：浙江大学出版社2002，10-18,22.141-143,291-292,294-296,329-334
[8] AMT管政．如何建立CRM评价体系之一 http://www.i-power.com.cn/ipower/erp/crm2/crm020701003.htm
[9] 管政．将CRM提升到战略高度天极网http://www.chinabyte.com/20020702/1618577.shtml
[10] 汉普研发．企业如何实施CRM?http://www.chinatelecom.com.cn/special/serve/bar3/bar3_14.htm
[11] 樊咏梅．电信CRM．要节流，更要开源 运营商 2003年12月
[12] 林建新．构建电信CRM系统 提供优质服务http://www.ctiforum.com/technology/CRM/2002/12/crm1230.htm 2002/12/19
[13] Inmon,W.H..Building the Data Warehouse,Johm Wiley and Sons,1996.
[14] 武森，高学东，[德]M．巴斯蒂安．数据仓库与数据挖掘 第1版 北京：冶金工业出版社2003 119-125
[15] 段云峰，吴维宇，李剑威等．数据仓库及其在电信领域中的应用．第1版．北京：电子工业出版社2003．10．14-26，73-113，161-168，188-194．
[16] Corinne Baragoin,Christian M.Andersen,Stepham Bayerl etc使用DB2 Intelligent Miner for Data拓展自己的电信业务 ibm.com/redbook 2001.9
[17] NCR Teradata 数据仓库电信业解决方案 中国计算机报2002-05-13总期号：1116 本年期号：33
[18] [美]罗纳德．S．史威福特著．杨东龙等译 客户关系管理——加速利润和优势提升．第1版．北京：中国经济出版社2002 87—88
[19] 马丰，杨玉凤．移动通信市场的差异化服务策略．移动通信，2003．12
[20] 马丰，杨玉凤．大客户管理法则．企业改革与管理，2003．10
[21] 吕廷杰，尹涛，王琦．客户关系管理与主题分析．第1版．北京：人民邮电出版社，．2002年，216～217
[22] 林宇等编著．数据仓库原理宇实践．．北京：北京邮电出版社2003．1
[23] 何荣勤．．CRM原理、设计和实践 北京：电子工业出版社2003．1
[24] 王广宇．客户关系管理．第1版．北京．经济管理出版社，2001
[25] 田同生．客户关系管理的中国之路．北京：机械工业出版社，2001
[26] 罗家德．网络网际关系行销．北京：科学技术文献出版社．2001
[27] 王广宇．客户关系管理(CRM)—网络经济中的企业管理理论和应用解决方案．北京：经济管理出版社，2001
[28] 孟凡强，王玉荣编著．CRM行动手册—策略、技术和实现．北京：机械工业出版社，2002
[29] 唐璎障，孙黎．一对一营销—客户关系管理的核心．北京：中国经济出版社，2002
[30] Olivia Parr Rud数据挖掘实践 第1版 朱扬勇 左子叶 张忠平等译 北京：机械工业出版社2003 225～243
[31] 丁秋林 力士奇．客户关系管理 第1版 北京 清华大学出版社 2002
[32] Quinn,James B.(1992),Intelligent Enterprise, New York: Free Press.
[33] Robert Groth(2000),Data mining:building competitive adventage,NJ:Prentice Hall.
[34] Ladley,John,"Operational Data Stores:Building an Effective Strategy",Data warehouse:Pratical Advice form the Experts,Prentice Hall,Englewood Cliffs,NJ, 1997.
[35] Gardmer, Stephen R., "Building the Data warehouse",Communication of ACM,
September 1998, Volume 41, Numver 9, 52-60.
[36] Douglas Hackney, Http://www.egltd.com, DW101: A Practical Overview, 2001.
[37] Pieter R. Mimno, "The Big Picture-How Brio Competes in the Data Warehousing Market", Presentation to Brio Technology-August 4, 1998.
[38] Alex Berson, Stephen Smith, Kurt Therling, "Building Data Mining Application for CRM", McGraw-Hill, 1999.
[39] W.H.Inmon, Ken Rudin, Christopher K. Buss, Ryan Sousa, "Data Warehouse Performance", John Wiley & Sons, 1999.
[40] Gram,T.(1994),The Power of Relationship Marketing-Keeping Customer for Life,London:Pitman.
[41] Haley, Barbara. 1998.Implementing Successful Data Warehouse. Journal of Data warehousing(3) 2:48-51.
[42] Swift,Ronald S. How CRM Drive High Customer Retention and Increased Loyalty in Customer Service Businesses and Government. In proceeding of European Conference on CRM,London England,June 1999.
[43] Hackney, Douglas. 1998.The Seven Deadly Sins of Data Warehousing.Reading, MA:Addision-Wesley
[44] Eckerson,Wayne W. 1997.How to Architect a Customer Relationship Managemnet Solution.Boston,MA.:Patricia Seybol and Company Pulishers.
[45] Barquin,Ramon C.1999.Data Warehousing Step by Step.Upper Saddle River,NJ:Prentice Hall.
[46] Berry,Michael and Gordon Linoff.1999.Mastering Data Mining:The Art and Science of Customer Relationship Management.New York:Wiley.