面向服务供应链的客户知识管理研究
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摘要
进入21世纪,世界经济呈现出明显的服务经济特征,传统服务业的运作模式正在发生根本变化,客户需求的个性化和服务产品的同质化矛盾日益凸显,这使得服务企业纷纷寻求更科学的服务运作模式去获取竞争优势。服务供应链的产生源于现代服务业的发展,它是以供应链思想为指导、以信息技术为支撑的一种科学服务运作模式,具有鲜明的协同化、信息化和知识化特征。实施服务供应链管理,需要洞悉并满足客户的需求,并向客户即时传递他们需要的服务产品知识,使客户对服务产品的利用价值最大化,提高客户的忠诚度；通过与客户的交流和互动可以加深对客户的理解,不断创造新的知识,从而提升服务供应链的知识内涵和核心竞争力。
本文以服务供应链为研究对象,从客户知识管理的视角揭示服务供应链中的内外部客户的动态属性特征,运用数据挖掘、知识管理、网格管理、数理统计等理论和方法,对服务供应链中的客户知识进行科学分类,描述服务流程中的客户知识分布规律,揭示服务供应链客户知识的获取方法、表示方法和共享模式,为建立科学的服务供应链客户知识管理体系提供理论指导和实施对策。本文的研究围绕服务供应链中的“客户知识特征—客户知识获取方法—客户知识共享模式”这一主线展开。
首先对服务供应链的结构和运作模式进行了研究,在明确服务供应链的流程运作特点和构成要件的基础上,对服务供应链的客户知识的进行了分类,并对服务供应链中的各类知识从产生途径、知识特性和功能作用方面给予了属性描述；分析了服务供应链中的客户知识分布规律,提出了基于服务供应链流程的知识分布模型；通过问卷设计为各类客户知识设置观测变量并获取相关数据,运用结构方程模型揭示了服务供应链中内外部客户知识间的相互作用和影响关系。
其次研究了服务供应链中的客户知识的获取方法。服务供应链中的客户知识根据其分布和作用可分为不同的种类,所采用的知识获取方法和模式也不相同。外部客户特征知识主要是对外部客户属性特征的描述,可以运用数据挖掘的方法提取相关的规则和知识；针对外部客户交互性知识,本文也提出了相应的获取方法,即采用关联分析挖掘相应的知识规则,并针对这些规则做进一步的归纳分析,获取服务供应链进行资源能力提升的路径和模式；针对内部客户知识,本文根据客户价值理论对内部客户进行划分,构建了内部客户价值评价指标体系,并提出核心价值内部客户的评价方法；针对企业客户服务数据进行了客户知识获取的数据挖掘技术研究,运用SPSS Clementine数据挖掘软件构建客户服务数据挖掘模型,进一步揭示了客户知识获取过程中所涉及的客户数据分析、客户数据预处理、算法的分析与选择、知识规则的提取及表示一系列过程及方法。
最后对服务供应链客户知识的共享特征进行了研究,分析了服务供应链的客户知识在共享内容及共享模式上的显著特点；研究了服务供应链中客户知识的表示方式,分析了逻辑谓词、语义网络、产生式规则和本体语言等知识表示方法的应用特点,总结了服务供应链中客户知识的有效表达方式；针对服务供应链资源管理的复杂性和共享知识的异构性,提出了服务供应链资源与知识的集成框架,并构建了服务供应链客户知识共享模型,该模型从服务供应链的资源匹配和知识要素整合两方面揭示了服务供应链客户知识共享的关键流程和环节。
As we enter the 21st century, the world economy has manifested the characteristics of service economy. The operation model of traditional service industry is undergoing fundamental changes. The contradiction between personalized customer demand and homogenized service products becomes increasingly prominent, so service enterprises are seeking more scientific service operation mode to gain competitive edge. Service supply chain originated from the development of modern service industry. It is scientific service operation model guided by the concept of supply chain, supported by information technology, and embodied with the distinctive collaborative, informationized and knowledge-based features. The management on service supply chain requires us to thoroughly understand and satisfy customers' need, timely inform customers of the knowledge about service products they need, ensure customers can maximize the value of service products, and enhance the loyalty of customers; deepen understanding about customers through exchanges and interactions with them, constantly create new knowledge, and thereby improve the knowledge content and core competitiveness of service supply chain.
This dissertation has taken service supply chain as research object and studied the customer knowledge management mode of service supply chain from the perspective of knowledge management. Theories and approaches such as Data Mining, Knowledge Management, Grid Management and Mathematical Statistics, have been adopted to scientifically classify the customer knowledge in service supply chain, describe the customer knowledge distribution rule in supply chain service process, reveal the acquiring method, representation mode and sharing model of customer knowledge in service supply chain, and provide theoretical guidance and implementing measures for establishing scientific customer knowledge management system in service supply chain. This study is centered on the main clue, i.e. "characteristics of customer knowledge—acquiring method of customer knowledge—sharing model of customer knowledge" in service supply chain.
This dissertation first studied the structure and operation model of service supply chain. Based on the clear understanding about the operational process and constitutive components of service supply chain, this dissertation has classified the customer knowledge in service supply chain, and described the formation, features and functions of all sorts of knowledge in service supply chain; analyzed the customer knowledge distribution rule in service supply chain, and proposed the knowledge distribution model based on the process of service supply chain; set up observed variables for all sorts of customer knowledge through questionnaire design, and obtained relevant data; adopted Structural Equation Models to uncover the mutual effects and influence between internal and external customer knowledge in service supply chain.
Secondly, this dissertation studied the acquiring method of customer knowledge in service supply chain. Customer knowledge in service supply chain can be divided into various types according to its distribution and functions, accordingly, acquiring methods and models of such knowledge are quite different, too. Knowledge about external customer characteristics is mainly about attributes of external customers, and relevant rules and knowledge can be derived by Data Mining. With respect to interactive knowledge with external customers, this dissertation has proposed relevant acquiring method, i.e. adopt correlation analysis to explore corresponding knowledge rules, conduct further inductive analysis on these rules, and obtain the path and model for improving resource capabilities of service supply chain. With respect to internal customer knowledge, internal customers have been classified according to customer value theory, internal customer value evaluation index system has been established, and evaluation method on internal customers with core values has been proposed. This dissertation conducted empirical study on customer service data of enterprise, applied SPSS Clementine to set up the data mining model of customer service, and further revealed a series of processes and methods involved in acquiring process of customer knowledge, including the customer data analysis, customer data pretreatment, algorithm analysis and selection, derivation and representation of knowledge rules.
Finally, this dissertation has also studied the sharing model of customer knowledge in service supply chain, analyzed the prominent features of sharing content and sharing models of customer knowledge in service supply chain; studied representation mode of customer knowledge in service supply chain, analyzed the features of knowledge representation methods, e.g. logic predicate, semantic network, generating rule and ontology language, and summarized the effective representation mode of customer knowledge in service supply chain. With respect to the complexity of resource management and heterogeneous feature of sharing knowledge in service supply chain, this dissertation proposed the integrated framework of resources and knowledge in service supply chain, and established sharing model of customer knowledge in service supply chain. This model has revealed the key processes and procedures of customer knowledge sharing in service supply chain from such two aspects as resource matching and knowledge element integration in service supply chain.
本文以服务供应链为研究对象,从客户知识管理的视角揭示服务供应链中的内外部客户的动态属性特征,运用数据挖掘、知识管理、网格管理、数理统计等理论和方法,对服务供应链中的客户知识进行科学分类,描述服务流程中的客户知识分布规律,揭示服务供应链客户知识的获取方法、表示方法和共享模式,为建立科学的服务供应链客户知识管理体系提供理论指导和实施对策。本文的研究围绕服务供应链中的“客户知识特征—客户知识获取方法—客户知识共享模式”这一主线展开。
首先对服务供应链的结构和运作模式进行了研究,在明确服务供应链的流程运作特点和构成要件的基础上,对服务供应链的客户知识的进行了分类,并对服务供应链中的各类知识从产生途径、知识特性和功能作用方面给予了属性描述；分析了服务供应链中的客户知识分布规律,提出了基于服务供应链流程的知识分布模型；通过问卷设计为各类客户知识设置观测变量并获取相关数据,运用结构方程模型揭示了服务供应链中内外部客户知识间的相互作用和影响关系。
其次研究了服务供应链中的客户知识的获取方法。服务供应链中的客户知识根据其分布和作用可分为不同的种类,所采用的知识获取方法和模式也不相同。外部客户特征知识主要是对外部客户属性特征的描述,可以运用数据挖掘的方法提取相关的规则和知识；针对外部客户交互性知识,本文也提出了相应的获取方法,即采用关联分析挖掘相应的知识规则,并针对这些规则做进一步的归纳分析,获取服务供应链进行资源能力提升的路径和模式；针对内部客户知识,本文根据客户价值理论对内部客户进行划分,构建了内部客户价值评价指标体系,并提出核心价值内部客户的评价方法；针对企业客户服务数据进行了客户知识获取的数据挖掘技术研究,运用SPSS Clementine数据挖掘软件构建客户服务数据挖掘模型,进一步揭示了客户知识获取过程中所涉及的客户数据分析、客户数据预处理、算法的分析与选择、知识规则的提取及表示一系列过程及方法。
最后对服务供应链客户知识的共享特征进行了研究,分析了服务供应链的客户知识在共享内容及共享模式上的显著特点；研究了服务供应链中客户知识的表示方式,分析了逻辑谓词、语义网络、产生式规则和本体语言等知识表示方法的应用特点,总结了服务供应链中客户知识的有效表达方式；针对服务供应链资源管理的复杂性和共享知识的异构性,提出了服务供应链资源与知识的集成框架,并构建了服务供应链客户知识共享模型,该模型从服务供应链的资源匹配和知识要素整合两方面揭示了服务供应链客户知识共享的关键流程和环节。
As we enter the 21st century, the world economy has manifested the characteristics of service economy. The operation model of traditional service industry is undergoing fundamental changes. The contradiction between personalized customer demand and homogenized service products becomes increasingly prominent, so service enterprises are seeking more scientific service operation mode to gain competitive edge. Service supply chain originated from the development of modern service industry. It is scientific service operation model guided by the concept of supply chain, supported by information technology, and embodied with the distinctive collaborative, informationized and knowledge-based features. The management on service supply chain requires us to thoroughly understand and satisfy customers' need, timely inform customers of the knowledge about service products they need, ensure customers can maximize the value of service products, and enhance the loyalty of customers; deepen understanding about customers through exchanges and interactions with them, constantly create new knowledge, and thereby improve the knowledge content and core competitiveness of service supply chain.
This dissertation has taken service supply chain as research object and studied the customer knowledge management mode of service supply chain from the perspective of knowledge management. Theories and approaches such as Data Mining, Knowledge Management, Grid Management and Mathematical Statistics, have been adopted to scientifically classify the customer knowledge in service supply chain, describe the customer knowledge distribution rule in supply chain service process, reveal the acquiring method, representation mode and sharing model of customer knowledge in service supply chain, and provide theoretical guidance and implementing measures for establishing scientific customer knowledge management system in service supply chain. This study is centered on the main clue, i.e. "characteristics of customer knowledge—acquiring method of customer knowledge—sharing model of customer knowledge" in service supply chain.
This dissertation first studied the structure and operation model of service supply chain. Based on the clear understanding about the operational process and constitutive components of service supply chain, this dissertation has classified the customer knowledge in service supply chain, and described the formation, features and functions of all sorts of knowledge in service supply chain; analyzed the customer knowledge distribution rule in service supply chain, and proposed the knowledge distribution model based on the process of service supply chain; set up observed variables for all sorts of customer knowledge through questionnaire design, and obtained relevant data; adopted Structural Equation Models to uncover the mutual effects and influence between internal and external customer knowledge in service supply chain.
Secondly, this dissertation studied the acquiring method of customer knowledge in service supply chain. Customer knowledge in service supply chain can be divided into various types according to its distribution and functions, accordingly, acquiring methods and models of such knowledge are quite different, too. Knowledge about external customer characteristics is mainly about attributes of external customers, and relevant rules and knowledge can be derived by Data Mining. With respect to interactive knowledge with external customers, this dissertation has proposed relevant acquiring method, i.e. adopt correlation analysis to explore corresponding knowledge rules, conduct further inductive analysis on these rules, and obtain the path and model for improving resource capabilities of service supply chain. With respect to internal customer knowledge, internal customers have been classified according to customer value theory, internal customer value evaluation index system has been established, and evaluation method on internal customers with core values has been proposed. This dissertation conducted empirical study on customer service data of enterprise, applied SPSS Clementine to set up the data mining model of customer service, and further revealed a series of processes and methods involved in acquiring process of customer knowledge, including the customer data analysis, customer data pretreatment, algorithm analysis and selection, derivation and representation of knowledge rules.
Finally, this dissertation has also studied the sharing model of customer knowledge in service supply chain, analyzed the prominent features of sharing content and sharing models of customer knowledge in service supply chain; studied representation mode of customer knowledge in service supply chain, analyzed the features of knowledge representation methods, e.g. logic predicate, semantic network, generating rule and ontology language, and summarized the effective representation mode of customer knowledge in service supply chain. With respect to the complexity of resource management and heterogeneous feature of sharing knowledge in service supply chain, this dissertation proposed the integrated framework of resources and knowledge in service supply chain, and established sharing model of customer knowledge in service supply chain. This model has revealed the key processes and procedures of customer knowledge sharing in service supply chain from such two aspects as resource matching and knowledge element integration in service supply chain.
引文
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