基于ASP协作平台分析型客户关系管理系统的研究与实现
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摘要
随着国内汽车市场的逐渐成熟,企业对汽车客户关系管理的需求日渐强烈。本文从汽车产业链的角度出发,针对汽车行业客户关系管理系统的应用现状,分析了如何在产业链中形成统一的客户管理方式,建立具有汽车行业特色的分析型CRM。本文研究了汽车中小型企业如何在现有ASP协作平台和内部企业业务系统上,建立分析型CRM系统,让企业能够从大量的客户及消费信息中发掘客户价值,通过客户细分等方式为客户提供更为满意的服务。
本文首先分析了汽车产业链客户关系管理应用现状,针对ASP平台上整车厂、经销商、服务商对客户分析的不同需求,采用了基于数据仓库和数据挖掘的分析型CRM系统解决方案,并对系统结构和功能进行了总体设计,分析了系统角色并进行了用例建模。本文在研究了数据仓库、OLAP、数据挖掘理论的基础上,围绕客户相关数据,使用SSIS数据集成服务工具建立了基于客户主题、销售主题、服务主题的数据仓库,并采用星型-雪花逻辑模型,利用SSAS数据分析服务工具将其处理为多维数据集。系统采用ADOMD.NET连接多维数据集,运用OLAP技术通过Web页面将分析结果以图形报表的方式展现给用户。本文采用三种数据挖掘算法从大量的客户信息和业务数据中发掘客户价值,使用决策树、聚类、关联分析算法实现了客户识别、客户细分和交叉销售,初步建立了统一的客户分析模型。系统将客户分析结果回馈到销售和售后服务环节,以提高营销和服务效率。最后本文研究了数据仓库、OLAP、数据挖掘等技术的实现细节,设计并实现了系统各个模块的功能。
With the gradual maturity of the domestic automobile market, companies increasingly strong demand for automotive customers relationship management. From the perspective of the automobile industry chain and against application status of CRM for the automotive industry, this paper discusses how to form a unified customer management in the industrial chain, to establish the characteristics of the automotive industry with analytical CRM. This paper studies how SMEs in the auto industry built a analytical CRM system based on the existing ASP collaboration platform and internal corporate business systems,which allows businesses to explore customer value from lots of customers'information as well as consumption.With the help of analytical CRM, the enterprises can provide more accurate and satisfied services to customers with customer segmentation and so on.
This paper analyzes the automobile industry chain CRM application status,against ASP platform for OEMs, distributors, service providers'different requirement of customers analysis, therefore proposes the solutions of analytical CRM, based on data warehouse and data mining, developing a general design about both system structure and function by analysising system users' roles and carrying out use case modeling. Then, focusing on the database of customers, the essay establishes the data warehouse which is based on the theme of client, the theme of sales, the theme of services after analysising data warehouse, OLAP, data mining theory by using the tool of SSIS date integration services and using the SSAS data analysis tools handle it into multidimensional data sets by adopting star-snow logical model. Besides, this essay adopts ADOMD.NET technology to connect multidimensional datasets and uses OLAP technology to send the results to customers as diagrams with web page. Moreover, the essay excavates the value of customers from the enormous business datum of clients by using the data mining technology and uses the decision tree, clustering, association analysis algorithm to accomplish some goals such as Customer Acquiring, Customer Subdivision and Cross Selling, preliminary integrate a unified model of customer analysis. System feedback analysis of customer to sales and service sectors, to improve marketing and service efficiency. Finally, by studying data warehousing, OLAP, data mining technology, the thesis designs and implements the system function of each module.
本文首先分析了汽车产业链客户关系管理应用现状,针对ASP平台上整车厂、经销商、服务商对客户分析的不同需求,采用了基于数据仓库和数据挖掘的分析型CRM系统解决方案,并对系统结构和功能进行了总体设计,分析了系统角色并进行了用例建模。本文在研究了数据仓库、OLAP、数据挖掘理论的基础上,围绕客户相关数据,使用SSIS数据集成服务工具建立了基于客户主题、销售主题、服务主题的数据仓库,并采用星型-雪花逻辑模型,利用SSAS数据分析服务工具将其处理为多维数据集。系统采用ADOMD.NET连接多维数据集,运用OLAP技术通过Web页面将分析结果以图形报表的方式展现给用户。本文采用三种数据挖掘算法从大量的客户信息和业务数据中发掘客户价值,使用决策树、聚类、关联分析算法实现了客户识别、客户细分和交叉销售,初步建立了统一的客户分析模型。系统将客户分析结果回馈到销售和售后服务环节,以提高营销和服务效率。最后本文研究了数据仓库、OLAP、数据挖掘等技术的实现细节,设计并实现了系统各个模块的功能。
With the gradual maturity of the domestic automobile market, companies increasingly strong demand for automotive customers relationship management. From the perspective of the automobile industry chain and against application status of CRM for the automotive industry, this paper discusses how to form a unified customer management in the industrial chain, to establish the characteristics of the automotive industry with analytical CRM. This paper studies how SMEs in the auto industry built a analytical CRM system based on the existing ASP collaboration platform and internal corporate business systems,which allows businesses to explore customer value from lots of customers'information as well as consumption.With the help of analytical CRM, the enterprises can provide more accurate and satisfied services to customers with customer segmentation and so on.
This paper analyzes the automobile industry chain CRM application status,against ASP platform for OEMs, distributors, service providers'different requirement of customers analysis, therefore proposes the solutions of analytical CRM, based on data warehouse and data mining, developing a general design about both system structure and function by analysising system users' roles and carrying out use case modeling. Then, focusing on the database of customers, the essay establishes the data warehouse which is based on the theme of client, the theme of sales, the theme of services after analysising data warehouse, OLAP, data mining theory by using the tool of SSIS date integration services and using the SSAS data analysis tools handle it into multidimensional data sets by adopting star-snow logical model. Besides, this essay adopts ADOMD.NET technology to connect multidimensional datasets and uses OLAP technology to send the results to customers as diagrams with web page. Moreover, the essay excavates the value of customers from the enormous business datum of clients by using the data mining technology and uses the decision tree, clustering, association analysis algorithm to accomplish some goals such as Customer Acquiring, Customer Subdivision and Cross Selling, preliminary integrate a unified model of customer analysis. System feedback analysis of customer to sales and service sectors, to improve marketing and service efficiency. Finally, by studying data warehousing, OLAP, data mining technology, the thesis designs and implements the system function of each module.
引文
[1]Jill Dyche. The CRM Handbook:A Business Guide to Custormer Relationship Management. Addison-Wesley,2001,15-66
[2]王金庆,周良,丁秋林,施克元,刘红根.客户关系管理研究与实现[J].中国机械工程,2002,(09)
[3]赵敏.分析型客户关系管理系统分析与设计[D].武汉：武汉理工大学
[4]An Analytical CRM Based on Customer Knowledge[A].第17届工业工程与工程管理国际学术会议(IE&EM2010)
[5]A Survey of Current CRM Practices in China E-Business and E-Government (ICEE), 2010 International Conference 2010,9:3607
[6]吕延杰、伊涛、王琦.客户关系管理与主题分析[M].北京：人民邮电出版社,2002,6-13
[7]彭俊松.汽车行业客户关系管理系统[M].北京：电子工业出版社,2007.10
[8]赵慧娟,王淑营,孙林夫.面向中小企业信息化建设的ASP服务平台[J].计算机集成制造系统,2004,10(11)：1442-1445
[9]刘鑫锐.构建中小企业信息化的ASP解决方案[EB/OL]. http://articles.e-works.net.cn/Articles/502/Article40638_1.htm,2006-09-26
[10]Lynne Bennington. James Cummane etc.Customer Satisfaction and Call Centers:an Australian study.International Journal of Service Industry Management,2000, (2):134-136
[11]张继军.以客户为中心的CRM营销系统的设计与实施[D].上海：复旦大学,2008
[12]胡雨禾,汽车工业客户关系管理(Auto—CRM) [D].武汉：武汉理工大学,2005
[13]余伟.后市场时代的汽车客户关系管理[J].汽车工业研究,2006.6
[14]朱圣堤.分析型CRM在营销决策中的运用研究[D].华中农业大学,2008
[15]周粉妹.数据挖掘在汽车制造企业的CRM中应用[D].南京：东南大学,2007
[16]W H. Inmon. Building the Data Warehouse[M]. New York:John Wiley&Sons,2006
[17]Chohan M.A., Javed M.Y.. OLTP and OLAP Data Integration[DB/OL]. ICNIT, 2010.493-496
[18]Ralph Kimball, Margy Ross. The Data Warehouse Toolkit:The Complete Guide to Dimensional Modeling[M]. John Wiley&Sons,2002
[19]金雯婷.基于.NET平台与三层架构的CRM系统的研究与实现[D].上海：华东师 范大学,2010
[20]刘翔.数据仓库与数据挖掘技术[M].上海：上海交通大学出版社,2005.8
[21]纪希禹.数据挖掘技术应用实例[M].北京：机械工业出版社,2009.11
[22]李恒锐.构建数据仓库的ETL研究[D].西安：西安理工大学,2009
[23]Codd E F, Salley C T.. Providing OLAP to User-Analysis:An IT Mandate. White Paper, Arbor Software Corp.,1993
[24]赵卫东.商务智能[M].北京：清华大学出版社,2009.61
[25]Lijuan Zhou.Selecting Materialized Views in a Data Warehouse.IS&T/SPIE's 15th Annual Symposium,Storage and Retrieval for Media Databass. Jan.California,US A, Vol.5021,2003:316-318
[26]Jiawei Han, Micheline Kamber. Data Mining:Concepts and Techniques (2nd Edition) [M]. Morgan Kaufmann,2006
[27]高志新.OLAP中数据立方体的研究[D].哈尔滨：哈尔滨理工大学,2007
[28]张选东.面向中小型企业的BI解决方案——基于MS Analysis Services的OLAP Web软件的开发[D].北方工业大学,2003.
[29]Robert Wrembel. Data Warehouses and OLAP[M]. IGI Global,2006
[30]谭健豪,张兢,黄耀,胡章谋.数据挖掘技术[M].北京：中国水利水电出版社,2009.2-3
[31]王力.数据挖掘在客户关系管理中的应用研究[D].安徽：安徽理工大学,2009
[32]缪兵.数据挖掘技术在客户关系管理中的应用[D].江苏：江苏大学,2006
[33]贝尔森,史瑞斯,西瑞林.构建面向CRM的数据挖掘应用[M].人民邮电出版社,2001.8
[34]泽登秀明.eCRM营销=eCRM Marketing Method获取潜在顾客的网络营销手段[M].北京：北京科学出版社,2006.7
[35]张劲松.基于CRM的汽车市场潜在客户开发与管理[D].上海：上海交通大学,2007
[36]徐洪伟.数据挖掘中决策树分类算法的研究与改进[D].哈尔滨：哈尔滨工程大学,2010
[37]Jiawei Han, Micheline Kamber.数据挖掘概念与技术[M].北京：机械工业出版社,2007.3
[38]Quinlan J. R. Induction of Decision Tress. Machine Learning,1986:81-106
[39]曹新志.基于决策树的客户兴趣度分析[D].吉林：吉林大学,2007
[40]胡少东.客户细分方法探析[J].工业技术经济,2005.(07)
[41]张永礼.基于数据挖掘的客户细分的建模与实现[D].福建：华侨大学,2008
[42]王萍.基于数据挖掘技术的消费者行为研究[D].吉林：吉林大学,2004.
[43]苗小莉.汽车经销商分析型CRM系统构建与应用研究[D].武汉：武汉理工大学,2010
[44]张立美.基于数据挖掘的电信客户细分模型的研究与应用[D].成都：电子科技大学,2010
[45]谭本军.基于K-means聚类融合算法及在移动客户细分中的应用[D].长沙：中南大学,2010
[46]钱卫宁,周傲英,从多角度分析现有聚类算法[J].软件学报,2002,1382-1394
[47]管希艳.基于数据挖掘的客户关系管理研究[D].武汉：华中科技大学,2006
[48]徐勇.分析型CRM中聚类算法的研究[D].兰州：兰州理工大学,2010
[49]刘先锋.曾舸,基于半结构化数据的关联规则挖掘模式[J].计算机工程与应用,2007.19
[50]Agrawal R, Faloutsos C, Swami A. Effieient similarity seareh in sequenees database In:Lornet D, ed.Proe.of the 4th Int'l Conf.of Foundations of Data Oranization and Algorithms.Chicago:SPringer-Verlag,1993.69-84
[51]Washio, Takashi (EDT)/Suzuki, Einoshin (EDT). Advances in Knowledge Discovery and Data Mining[D]. Germany:Springer,2008
[52]沈斌.关联规则相关技术研究[D].浙江：浙江大学,2007
[53]曲建华.关联规则挖掘算法研究[D].青岛大学,2003
[54]赵松.Apriori算法的改进及应用[D].哈尔滨：哈尔滨理工大学,2007
[2]王金庆,周良,丁秋林,施克元,刘红根.客户关系管理研究与实现[J].中国机械工程,2002,(09)
[3]赵敏.分析型客户关系管理系统分析与设计[D].武汉：武汉理工大学
[4]An Analytical CRM Based on Customer Knowledge[A].第17届工业工程与工程管理国际学术会议(IE&EM2010)
[5]A Survey of Current CRM Practices in China E-Business and E-Government (ICEE), 2010 International Conference 2010,9:3607
[6]吕延杰、伊涛、王琦.客户关系管理与主题分析[M].北京：人民邮电出版社,2002,6-13
[7]彭俊松.汽车行业客户关系管理系统[M].北京：电子工业出版社,2007.10
[8]赵慧娟,王淑营,孙林夫.面向中小企业信息化建设的ASP服务平台[J].计算机集成制造系统,2004,10(11)：1442-1445
[9]刘鑫锐.构建中小企业信息化的ASP解决方案[EB/OL]. http://articles.e-works.net.cn/Articles/502/Article40638_1.htm,2006-09-26
[10]Lynne Bennington. James Cummane etc.Customer Satisfaction and Call Centers:an Australian study.International Journal of Service Industry Management,2000, (2):134-136
[11]张继军.以客户为中心的CRM营销系统的设计与实施[D].上海：复旦大学,2008
[12]胡雨禾,汽车工业客户关系管理(Auto—CRM) [D].武汉：武汉理工大学,2005
[13]余伟.后市场时代的汽车客户关系管理[J].汽车工业研究,2006.6
[14]朱圣堤.分析型CRM在营销决策中的运用研究[D].华中农业大学,2008
[15]周粉妹.数据挖掘在汽车制造企业的CRM中应用[D].南京：东南大学,2007
[16]W H. Inmon. Building the Data Warehouse[M]. New York:John Wiley&Sons,2006
[17]Chohan M.A., Javed M.Y.. OLTP and OLAP Data Integration[DB/OL]. ICNIT, 2010.493-496
[18]Ralph Kimball, Margy Ross. The Data Warehouse Toolkit:The Complete Guide to Dimensional Modeling[M]. John Wiley&Sons,2002
[19]金雯婷.基于.NET平台与三层架构的CRM系统的研究与实现[D].上海：华东师 范大学,2010
[20]刘翔.数据仓库与数据挖掘技术[M].上海：上海交通大学出版社,2005.8
[21]纪希禹.数据挖掘技术应用实例[M].北京：机械工业出版社,2009.11
[22]李恒锐.构建数据仓库的ETL研究[D].西安：西安理工大学,2009
[23]Codd E F, Salley C T.. Providing OLAP to User-Analysis:An IT Mandate. White Paper, Arbor Software Corp.,1993
[24]赵卫东.商务智能[M].北京：清华大学出版社,2009.61
[25]Lijuan Zhou.Selecting Materialized Views in a Data Warehouse.IS&T/SPIE's 15th Annual Symposium,Storage and Retrieval for Media Databass. Jan.California,US A, Vol.5021,2003:316-318
[26]Jiawei Han, Micheline Kamber. Data Mining:Concepts and Techniques (2nd Edition) [M]. Morgan Kaufmann,2006
[27]高志新.OLAP中数据立方体的研究[D].哈尔滨：哈尔滨理工大学,2007
[28]张选东.面向中小型企业的BI解决方案——基于MS Analysis Services的OLAP Web软件的开发[D].北方工业大学,2003.
[29]Robert Wrembel. Data Warehouses and OLAP[M]. IGI Global,2006
[30]谭健豪,张兢,黄耀,胡章谋.数据挖掘技术[M].北京：中国水利水电出版社,2009.2-3
[31]王力.数据挖掘在客户关系管理中的应用研究[D].安徽：安徽理工大学,2009
[32]缪兵.数据挖掘技术在客户关系管理中的应用[D].江苏：江苏大学,2006
[33]贝尔森,史瑞斯,西瑞林.构建面向CRM的数据挖掘应用[M].人民邮电出版社,2001.8
[34]泽登秀明.eCRM营销=eCRM Marketing Method获取潜在顾客的网络营销手段[M].北京：北京科学出版社,2006.7
[35]张劲松.基于CRM的汽车市场潜在客户开发与管理[D].上海：上海交通大学,2007
[36]徐洪伟.数据挖掘中决策树分类算法的研究与改进[D].哈尔滨：哈尔滨工程大学,2010
[37]Jiawei Han, Micheline Kamber.数据挖掘概念与技术[M].北京：机械工业出版社,2007.3
[38]Quinlan J. R. Induction of Decision Tress. Machine Learning,1986:81-106
[39]曹新志.基于决策树的客户兴趣度分析[D].吉林：吉林大学,2007
[40]胡少东.客户细分方法探析[J].工业技术经济,2005.(07)
[41]张永礼.基于数据挖掘的客户细分的建模与实现[D].福建：华侨大学,2008
[42]王萍.基于数据挖掘技术的消费者行为研究[D].吉林：吉林大学,2004.
[43]苗小莉.汽车经销商分析型CRM系统构建与应用研究[D].武汉：武汉理工大学,2010
[44]张立美.基于数据挖掘的电信客户细分模型的研究与应用[D].成都：电子科技大学,2010
[45]谭本军.基于K-means聚类融合算法及在移动客户细分中的应用[D].长沙：中南大学,2010
[46]钱卫宁,周傲英,从多角度分析现有聚类算法[J].软件学报,2002,1382-1394
[47]管希艳.基于数据挖掘的客户关系管理研究[D].武汉：华中科技大学,2006
[48]徐勇.分析型CRM中聚类算法的研究[D].兰州：兰州理工大学,2010
[49]刘先锋.曾舸,基于半结构化数据的关联规则挖掘模式[J].计算机工程与应用,2007.19
[50]Agrawal R, Faloutsos C, Swami A. Effieient similarity seareh in sequenees database In:Lornet D, ed.Proe.of the 4th Int'l Conf.of Foundations of Data Oranization and Algorithms.Chicago:SPringer-Verlag,1993.69-84
[51]Washio, Takashi (EDT)/Suzuki, Einoshin (EDT). Advances in Knowledge Discovery and Data Mining[D]. Germany:Springer,2008
[52]沈斌.关联规则相关技术研究[D].浙江：浙江大学,2007
[53]曲建华.关联规则挖掘算法研究[D].青岛大学,2003
[54]赵松.Apriori算法的改进及应用[D].哈尔滨：哈尔滨理工大学,2007