【作者】 江锦程；

【导师】 郭剑毅；

【作者基本信息】 昆明理工大学 ， 模式识别与智能系统， 2005， 硕士

【摘要】 面临知识经济的挑战,市场竞争日趋激烈,发现、赢得并保持客户是企业在知识经济下生存的必要的重要条件。企业的销售策略也从传统的“以产品为中心”逐步向“以客户为核心”进行转变,为此,许多国内外公司开始提出和实施客户关系管理方案(以下简称CRM)。但是,面对企业领导层最关心的“重点客户的发现、不同类型的客户购买分析、产品在不同时间和地方的销售状况”等等这些决策分析问题,传统的运营型CRM很难能给出客观的答案。 在这种情况下,在运营型CRM中引入数据仓库(Data Warehouse,以下简称DW)这一完整的、准确的、统一视角的数据平台从而使传统CRM真正转变为可以回答企业关心问题的分析型CRM系统已成为必然。它能将CRM中的同一粒度级别的数据组成多维立方体(以下简称CUBE),并转化为知识,使其成为决策的依据,从而也成为了分析型CRM的基础和核心。本文通过对CRM目标的分析,研究了数据仓库的需求设计、建立数据仓库的关键流程以及如何构建面向CRM的数据仓库系统,最后给予了一个实例实现。在这个实例中本文主要做了如下工作:数据仓库的建造与维护、数据转换、联机分析处理(OnLine Analysis Process,以下简称OLAP)多维分析结果的显示。 构建基于数据仓库的分析型CRM系统,企业和商家可以广泛收集信息,采用OLAP和数据挖掘技术对这些信息进行多维度和层次的统计分析,有针对性对不同类型和地区的客户采取不同销售策略,提供更加个性化,深入化的服务,从而为企业赢得成功。更多还原

【Abstract】 In the face of challenge of knowledge economy ,competition of market is becoming more drastic, discovering、 winning and retaining customers is a important and necessary condition for enterprise surviving in circumstance of knowledge economy .Sale strategy of enterprise is also gradually changing from "products as centre" to "customers as core", therefore many domestic and overseas companies begin to put forward and implement CRM project. Affronting these decisive analytical problems such as detecting important customers 、 purchasing analysis of different kind of customers 、 sale state of different products and districts that leadership often pay more attention to ,however conditional operational CRM is difficult to give objective solutions.In the case, Introducing the data warehouse (Data Warehouse, for short DW) that is intact, accurate and unifying the visual angle the datum platform in CRM ,and translate really conditional CRM into analytical CRM that answer enterprise attentive problem, has already become inevitable. It can make the data of rank of the same grain size in CRM build CUBE, turn into knowledge, makes it really become the basis of decision, have become foundation and core of analytical CRM too. Through an analysis of CRM goal, this text research demand and design of data warehouse , set up key procedure of data warehouse and how structure the data warehouse system facing CRM, realize a instance finally. This text has done the following work mainly in this instance: Constructing and maintaining data warehouse, changing data of warehouse , OnLine Analysis Process(for short OLAP) multidimensional display of analysis result.Constructing analytical CRM based on DW, enterprises and trade company cancollect information extensively, adopt OLAP and the data excavate technology to the statistical analysis of carrying on multidimension degree and level of information, adopt different sales tactics to the customer of the different kinds of and area pointedly, offer more individualized, the service of melting thoroughly , thus earnsuccess for enterprise.更多还原