【作者】 张琦；

【导师】 吴建林；

【作者基本信息】 北京邮电大学 ， 计算机软件与理论， 2006， 硕士

【摘要】 当前，日趋严重的客户流失已经成为制约电信业务发展和效益进一步提高的重要因素之一。目前的竞争形势和市场发展阶段已表明，不重视客户维系和挽留，单纯依靠发展客户，已经无法满足公司持续、健康、稳定发展的需要。为了有效遏制日趋严重的客户流失，降低居高不下的营销成本，提高电信运营商的经济效益和存量市场的竞争力，保持电信业务持续、健康、有效的发展，建设客户维系与挽留系统非常具有现实意义。 本文力求从客户全生命周期和客户接触点的角度考虑维系与挽留系统，并且从营销、服务、管理三个方面开展工作，通过维系与挽留系统实现对维系与挽留工作的整个流程进行支撑，通过科学的办法和流程，分阶段、有重点地进行综合治理，从而全面降低客户离网率，挖掘客户价值，使电信业务的经营，由以发展客户为主要增长方式的模式，向发展客户和维系与提升客户价值模式转变，从产品经营模式向全客户生命周期价值服务经营模式转变，提高电信运营商在新形势下的市场竞争力。 本文在基于电信企业现有CRM系统的架构之上设计了客户维系与挽留系统，结合经营信息系统的数据仓库技术，应用数据挖掘技术，围绕客户生命周期管理这一主题组织系统的各个功能模块，全面支撑针对客户生命周期的不同阶段而实施的多种措施，实现信息的共享和闭环反馈，最大程度的利用现有的企业信息系统实现完备的功能。在客户维系与挽留系统的诸多功能模块中，最为基础和核心的是数据分析子系统，它提供了整合来自多种数据源的数据、完成复杂的海量数据处理、形成数据分析样本、以多种形式将信息展现给多个部门、为多个部门反馈数据提供录入接口等功能，它是其它一切功能的基础和支撑。本文详细设计并实现了数据分析子系统。 本文研究并实现了客户维系与挽留系统中的核心技术，包括客户生命周期曲线展视、客户360度视图、客户细分、客户流失原因分析和客更多还原

【Abstract】 Now, customers churning problem becomes fatal factor of restricting mobile service development and profit increment. The competition situation and market developing stage indicate that old business develop mode that simply focusing on increasing new customers instead of paying attention to retention of existing customers is no longer suitable for continual, healthy and steady development of telecom enterprises. So Telecom Customers Retention System will decrease increasingly customers churning rate, save marketing cost, bring in profit and competitive ability for telecom companies and help mobile service’s healthy and steady development.This thesis focuses on building up telecom customer retention system based on a complete Customer Lifetime Cycle theory. The system supports the whole process of customers’ retention by marketing, service and management. The target is to decrease customers churning rate, mining customers values, transferring mobile service business mode from increasing customers quantity to combination of customers’ quantity and quality, from product centralized to service centralized mode, finally the competition ability of telecom companies is improved.Customer Retention System is designed based on architecture of existing CRM system and data warehouse technology of business information system and data mining technology is also included. Multiple functional modular are organized by CLM theory. The system supports multiple measures used in different customer life stages and makes it easy to share and feedback information among multiple departments in the company. Existing enterprise information systems are best reused for更多还原