【作者】 许乐平；

【导师】 魏臻；

【作者基本信息】 合肥工业大学 ， 计算机技术， 2007， 硕士

【摘要】 在竞争激烈的知识经济环境下，客户关系不再是简单的一个电话关怀或嘘寒问暖，一条信息、一个决策都会影响到企业原有客户和潜在客户的去留，可以决定企业的成败。如何挽留老客户，拓展新客户，对任何企业都显得至关重要。客户关系管理(Customer Relationship Management，简称CRM)是一种旨在改善企业与客户之间关系的新型管理科学。它实施于企业的市场营销、销售、服务与技术支持等与客户有关的商务领域，其核心思想是以“客户为中心”、提高客户满意度、改善客户关系，从而提高企业的竞争力。本文基于客户关系管理的相关理论，在客户关系管理系统的实现中融入数据仓库机制和数据挖掘技术，使得系统在对数据访问、数据分析和制定决策方面为用户提供更强大的服务，提高系统的可用性。鉴于CRM系统解决方案建立在企业原有数据库系统之上，通过分析各种数据之间的关联，针对不同的客户建立不同的联系，最大化实现客户价值、保持客户的忠诚度，为企业管理层提供正确的决策支持，提升企业的竞争能力和盈利能力。因此，CRM系统的建设对于企业的发展有重大意义。本文充分利用企业的信息资源，提出从产品为中心的管理模式转变为以客户为中心的管理模式，将数据仓库和数据挖掘技术同市场营销相结合，从大量的数据中抽取有用的商业信息，实现经营管理中的决策支持，从而提高CRM系统的时效性。论文针对某烟草企业客户关系管理应用的现有需求和发展趋势以及客户关系管理理论的特色，提出基于数据挖掘技术的客户关系管理优化策略，讨论了数据挖掘技术在客户关系管理中的具体作用并对CRM中的数据挖掘过程进行了分析和研究，描述了原型验证系统的具体实现，探讨了实用化的可行性。更多还原

【Abstract】 Under the conditions of increasingly competitive knowledge economy, customer relationship has no longer been the simple telephone concern or inquiries after the well being, the information or a decision-making can affect the enterprise’s original customer and potential customer and decide the success or failure of the enterprise. Customer Relationship Management is a newly management mechanism to improve the relationship between enterprise and customer, which is applied into marketing, sales, service, technology support and other business fields. CRM centers on customer with improvement of customer satisfaction and customer relationship, so as to enhance the competitive power of the enterprise.Based on the important theory of customer relationship management, this thesis integrates the data warehouse mechanism and data mining technology into the implement of customer relationship management system, so that the system could provide a more formidable service for users in data accessing, data analysis and decision-making to improve the usability of system. The solution of CRM system is put forward on the original database system of enterprises through analysis on the connection of different data and establishes various relationships in view of different customers, in order to realize customer value and maintain customer loyalty, provide the correct policy-making support for the business management level and promote enterprises’ competitive and profitable ability. The establishment of CRM system is of great importance to the development of the enterprise, therefore, the information resource of the enterprise should be fully used and the management pattern should be changed from taking product as the center to taking customer as the center. By unifying the data warehouse and data mining technology with marketing and extracting the useful commercial information from the massive data, the decision-making support can be carried out in operation and management to enhance the effectiveness of CRM system, which has extremely vital significance and huge practical value in nowadays information edge.On the basis of the existing demand and development tendency of customer relationship management application in some tobacco enterprise and the characteristics of customer relationship management theory, this thesis proposes the optimization strategy of customer relationship management based on data mining technology, and analyzes the concrete function of data mining technology in customer relationship management and studies its data mining process, describes the concrete realization of prototype confirmation system and discusses the practical feasibility.更多还原