摘要
客户关系管理(CRM),是在网络经济时代提升企业竞争能力,实现并提高企业价值的必然要求。数据挖掘(DM),是CRM中的关键技术之一,使企业获得客户的深层次信息成为了可能。本文的选题,目的在于构建一个全新的解决方案,使企业在客户服务、市场竞争、销售及支持方面形成彼此协调的全新的关系实体,为企业带来长久的竞争优势。
本文首先分别归纳了国内外CRM和DM的研究现状,系统地阐述了CRM和DM的基础理论。然后,在客户分类的研究中,创造性地引入模糊数据挖掘技术,通过确定模糊集、建造模糊相似矩阵和聚类分析,系统地分析了客户的特征,提高了应用效果;在客户生命周期价值和客户满意度的研究中,创造性地引入客户行为分析决策支持系统和客户满意度指数模型,选择出有价值的客户,提高了应用效果;在CRM系统开发和建设的研究中,创造性地引入工程化项目管理理论和方法,采用计划评审技术与模糊数学相结合的方法,实现了较快的系统开发速度、较好的系统开发质量、较低的系统开发成本,同时降低了系统开发的风险,提高了应用效果。文章的最后,围绕CRM系统应用的几个关键领域,有针对性地提出了实施策略,具有一定的应用价值。
本文的理论价值和应用前景十分广阔,不仅借鉴了国内外CRM和DM应用的成功经验,还结合了中国的国情,有指向性地提出了企业如何引进和应用CRM的关键策略。
Customer Relationship Management (CRM) is quite necessary in internet era to help enterprises heighten competitive capability and fulfill enterprises value. Data Mining (DM), which is the key of CRM, makes it possible for enterprises to obtain the detailed information of customer. This thesis aims at constructing a brand-new solution for enterprises to build up a new related entity to integrate customer service, competition, sales and support, which further brings enterprises sustainable advantages in competition.
The thesis first summarizes the studies done so far in the field of CRM and DM domestically and internationally respectively. The basic theories in the field of CRM and DM are introduced systematically. Further analysis is structured as follows. Regarding the customer classification via fuzzy data mining, we improve the effects of application and analyze customers features systematically by selecting fuzzy sets,constructing fuzzy similar matrix and cluster analysis. As for the customer lifetime value and customer satisfaction, we improve the effects of application by building up the decision support system for customer behavior analysis and the model of index system of testing customer satisfaction, upon which we have selected valuable customers. With the development and construction of CRM system, based on the theory of engineering project management, we improve the effects of application through the method combining the program evaluation and review technique and fuzzy mathematics, which leads to the system development with more efficiency, better quality and lower expense and simultaneously minimums the risks related to system development. Finally, we propose the implementations according to the keys of CRM application system, and prove its application value.
The contribution of this thesis has precious theoretical value and extensive application. By combining successful experiences of CRM and DM’s application domestically and internationally with development status of China, we put forward the key strategy for enterprises to adopt and apply the CRM.
引文
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