【作者】 杨春雷；

【导师】 王宗光；

【作者基本信息】 兰州理工大学 ， 企业管理， 2008， 硕士

【摘要】 随着中国市场经济逐步发展和完善,中国零售企业将面临更多国外优秀企业的挑战,会员制超市之间的竞争也日趋激烈,人们已经逐渐认识到客户对于企业的重要性,没有优良的客户资源,企业就无法发展。因此,如何更多地了解客户的信息,并将这种信息转变成“知识”,从而更好地为客户提供高质量的个性化服务,提高客户满意度,保持和发展高价值的客户,已经成为各企业开展业务的一个紧迫课题。企业要想在日趋激烈的市场竞争中立于不败之地,就必须加快企业信息化建设步伐。客户关系管理(CRM)就是企业通过对客户的管理来提升企业市场竞争力的一种电子商务解决方案。它与企业资源计划(ERP)以及供应链管理(SCM)一起构成了企业信息化建设的基本构架,CRM中应用的核心技术就是数据挖掘技术。数据挖掘技术是一种新的信息处理技术,其主要特点是对数据库中的大量业务数据进行抽取、转换、分析,从中提取辅助商业决策的信息。能够从海量的商业类客户关系管理信息数据中发现一些未知的、有价值的规律,帮助企业向管理智能化方向发展。本文首先从客户关系管理和数据挖掘的基本概念和原理入手,阐明了在会员制超市客户关系管理中应用数据挖掘的必要性,构建了以数据挖掘为核心的CRM系统模型。对基于数据挖掘的会员制超市客户关系管理系统进行了设计,建立了会员制超市客户价值、客户关联分析和客户细分的数据挖掘模型,并运用数据挖掘工具Clementinel 1.0对模型进行了验证和评价。本文的研究可以为会员制零售企业开展业务带来新的思路,为国内会员制超市提升客户关系管理水平,提升客户满意度、获取竞争优势提供一定的帮助。更多还原

【Abstract】 With China’s market economy developing and Chinese enterprise face more and more challenges from foreign countries companies. The competitions between retail businesses are becoming more and sharper. People have gradually realized the importance of customer to the enterprises that is without outstanding customer sources it can not able to develop in further. Therefore, it has become a pressing subject to all enterprises when doing business that how to understand more about customer’s information and turning it into "knowledge" so as to provide high quality personnel service, improve customer’s satisfaction, maintain and find high value customers.If the retail enterprise wants to remain invincible position in the sharply severity competition, it must be expedite build their information technology system. Customer relationship management is an e-commerce solution that can promote the market competition ability of enterprise by managing customer’s data. Both CRM and ERP (Enterprise Resource Planning) and SCM (Supply Chain Management) build up the bases of information infrastructure of an enterprise.Data Mining is a new technology on information process. The main feature of this technology is to extract, transform and analysis large amount of business data in database, then pick up those information that is helpful to business decision. It also can find some unknown valuable rules thousands of business customer information data so as to help enterprise in intelligent management.This thesis from the CRM and data mining start with the basic concepts and principles, clarify the membership-based supermarket CRM application of data mining in the necessity of building a data mining as the core of the CRM system model. Based on data mining as a membership supermarket CRM system for the design, build a membership-based supermarket customer value, customer retention correlation analysis of the data mining model, and the model was verified and Evaluation use the data mining tool Clementine11.0.The concept of this thesis will bring new idea to business enterprises, help them to improve customer satisfaction and win competition.更多还原