【作者】 王磊；

【导师】 蔡淑琴；

【作者基本信息】 华中科技大学 ， 工商管理， 2004， 硕士

【摘要】 本人从数据库营销的理念入手,融合多年来在神龙公司汽车备件领域的营销管理经验,把数据库营销应用到神龙公司备件营销的实际需要中。文章首先介绍了客户关系管理的概念,阐述了数据库营销与客户关系管理的关系。借鉴其它企业实施数据库营销的示例,为数据库营销导入基本理念。并简单解释了在神龙公司备件营销领域实施数据库营销的意义和本文所研究课题的含义。本文分析了神龙公司备件营销整体现状,重点介绍并分析了神龙公司备件营销存在的问题以及问题存在的原因,并从信息管理的角度分析了阻碍神龙公司开展数据库营销的原因。并进而确定了神龙公司备件数据库营销的目标,明确了数据挖掘的信息来源。在得到初步结论之后,本文结合实际业务,提出了具有针对性的数据库营销方案:针对客户忠诚度分析和备件产品的竞争状态分析方案,在方案的分析上,主要采取了统计、归纳等比较基础的分析方法,在分析技巧上主要采用了横向、纵向对比和寻找相对指标,以相对指标来衡量等。在实际业务中应用了这些营销分析方案后,获得了成功。本文最后强调了神龙公司实施备件数据库营销的实施保障,提出将分析模型、相对指标以系统固定下来,并组建专门从事数据库营销的组织来保证数据库营销,进而在神龙公司有效开展CRM。希望以此文为神龙公司开展备件数据库营销奠定一点基础。更多还原

【Abstract】 Customer Relationship Management (CRM) is one of the hotspots of today’s management research. Every enterprise should make use of CRM in order to increase business profit margin, improve customer loyalty, decentralize the risk of product line, etc. Also, data-mining play key situation in CRM, including customer analysis, order analysis, and to find the right demand of customer so as to carry out CRM. This is called data-base marketing. The writer tries to apply the data-mining theory into the Automobile spare parts marketing, to resolve the business problem.This thesis first introduces the foundational theories, ideas and methods used in studying of CRM, data-mining. And then this thesis introduces the spare parts business of Dong-Feng-Citroen Automobile Corp. Analyses the problem and the causation, especially discuss the absence of management information system in business area and absence of data analysis application. After that, the writer tries to summarize the key matter of the embarrassment that exists in spare parts business.And then, the writer suggest to take use of the data from enterprise ERP system, make use of the basic means of CRM, data-base marketing. And suggest some scenario for it. The writer analyses the data with technique of summary, find key indicator for valuation etc. This thesis illustrates 4 cases :customer loyalty analysis in the most competitive products, customer loyalty analysis between the most competitive products and non-competitive products, customer loyalty analysis between the most competitive products and non-competitive products between different time, and customer loyalty analysis between the most competitive products and non-competitive products between different market volume. The conclusions of this thesis are proved to great help for customer analysis and product analysis.At last, according to the application of data-base marketing, some problems that should be noticed in Data-base Marketing are mentioned.更多还原