【作者】 杨玉凤；

【导师】 张应利；

【作者基本信息】 广东工业大学 ， 管理科学与工程， 2004， 硕士

【摘要】 进入二十一世纪，客户关系管理(CRM)已经成为当今社会各界的一个热门话题。不仅学术界关于客户关系管理的讨论越来越多，企业界将客户关系管理视为竞争利器，连一些如IBM、SAS、SAP等等的大软件服务商也开始将CRM软件作为主要业务之一。受业界决策支持需求的驱动，CRM产品和技术研发中对分析型产品的重视达到空前的程度，可以预见未来分析型CRM将在中国市场上大行其道。 尽管目前各界对分析型CRM的重视程度越来越深，但是分析型CRM在研究中存在着许多有待解决的问题，尤其是其中的分析模块和决策支持功能的理论探讨仍停留在传统阶段，相对分散，不成体系；理论层次的研究滞后于实践层次的应用；CRM、决策支持技术和管理学营销学的前沿理论缺少相互融合的发展，与客户管理相关的业务分析也缺少深入系统地研究。 本文针对CRM研究领域以上的欠缺和不足，主要对分析型CRM及其DSS模块作了比较深入地分析和探讨。首先阐述了分析型客户关系管理的基本概念、理论以及研究本领域的目的和意义，在了解客户关系管理的应用现状和发展趋势的基础上，阐述了分析型CRM的产生、应用现状和发展方向，并分析了四个不同的解决方案。再从分析型客户关系管理的本质出发，提出了分析型客户关系管理的关键在于将客户信息进行整合，使用数据仓库、数据挖掘、联机分析处理(OLAP)等技术支持决策。 然后，对基于分析型CRM的决策支持系统的基本功能进行了全面地分析和研究，论述了决策支持技术在分析型客户关系管理中的具体应用，继而提出了它的实用模型、体系框架，创建了DSS功能模块结构图，对涉及的两个重点—数据仓库和数据挖掘分别予以详细探讨，对数据挖掘中的部分算法进行了创新和改进。并对分析功能中最主要的模块—客户流失分析进行自主研究，结合运筹学和营销管理以及信息系统的最新知识，创建了基于CRM的DSS中的最重要的功能模块—客户流失分析的建模和算法流程。最后对本篇论文进行了总结。 本文在基于本领域的广泛研究下，力图有所创新，提出的分析型CRM中决广东工业大学管理学硕士学位论文策支持系统框架和功能结构，是拓宽CRM中决策支持功能的有益尝试，会对分析型CRM的应用和推广有一定启发。本文中关于电信业客户流失分析的研究成果对从事CRM研究的同仁也具有一定的参考价值。更多还原

【Abstract】 After entering into the 21st century, the Customer Relationship Management (CRM) already became a hot topic in the world. It was discussed more and more in the academia, and was looked as edge tool of the competition in the business; Furthermore, CRM became one of the most production in the big software enterprises, for instance, IBM, SAS, SAP and so on, As a result of driving force of demanding in the decision support aspect, Analytical part of CRM product and technology development was seriously recognized in the unprecedented extent. It was forecasted that Analytical CRM would be developed greatly in China.In despite of more and more importance of Analytical CRM in every industry, Analytical CRM has lots of unsolved problem in the research. Especially discussion of the theory about analytical module and decision support function still stay at the traditional phase and was separated relatively, It was not a system and its research in the theory level lagged behind its practice. Forward position theories of CRM, DSS, Management and Marketing were in defect of development at the blended aspect; the relevant operation analyses lack deepen systematized study, etc.The dissertation aim at above deficient and insufficient to CRM research field, mainly analyzing and probing into Analytic CRM and its DSS module. At first, the author has explained the basic conception, theory and research purpose and meaning of research d of Customer Relationship Management. Base of understanding the current application situation of CRM and development trend, the author analyses the production and use current situation and some cases of CRM. Then from essence of Analytical CRM, it was brought forward that the keys of management lie in combining customer’s information, using Data Warehouse, Data Mining, OLAP etc. for support decision.And then, the author has analyzed and studied about the basic function based on DSS of Analytical CRM entirely, has described the concrete application about DSS based on CRM. Furthermore, the author has put forward its practical model, systemframe, and has established DSS function module structure figure. Two pieces of focal points regarded DW and DM were discussed in detail respectively, and some algorithms in DM were innovated and improved. Moreover, the author has studied the most important function-customer churn analysis on her own, with combined the newest knowledge of operations research and marketing management and information system, and has established modeling and algorithm flow in customer churn analysis function in DSS based on CRM. Finally, the author has concluded this dissertation.This dissertation is under the extensive research based on this field, try hard to innovate to some extent, the frame and function structure of DSS in Analytical CRM that the author has put forward would helpfully widen experiment of decision support function in CRM. It is sure to be inspired to the application and popularization of Analytical CRM. In this dissertation the research achievement about customer churn analysis of telecommunications industry has certain reference value to the colleague who studies in CRM.更多还原