数据挖掘在企业客户关系管理中的应用.doc

题 目：数据挖掘在企业客户关系管理中的应用 摘要 客户关系管理是近几年来的一个研究热点，已引起学术界和企业界的广泛关注。企业通过建立与客户沟通的便利渠道，实施客户关怀，为客户创造更高的价值，来提高客户的满意度和忠诚度，从而实现更高的利润和企业的长远发展。数据挖掘技术是实施客户关系管理的关键技术之一。企业在收集大量的客户基本资料和详细的交易数据的基础上，利用数据挖掘能够发现客户特征、客户购买模式等有价值的客户知识，可以有效地指导客户关系管理实践。论文分析了国内外相关研究与应用现状，研究了分析型CItM在零售业的应用框架，运用数据挖掘中的聚类、分类、关联规则等技术，对零售业客户细分、交叉销售及客户流失分析模型的构建进行了研究、实践和分析。通过论文的研究，可以认清客户关系管理理论的精髓，找到数据挖掘与客户关系管理结合点，揭示数据挖掘在客户关系管理的一些具体领域可能发现的有趣模式，为零售业客户关系管理实践提供有益的参考，同时为数据挖掘在客户关系管理中的应用研究提供一些新思路。关键词：客户关系管理数据挖掘零售业 Abstract Customer relationship management(CRM)is a heated topic in recent years．It has already attracted extensive concelTl from many scholars and practitioners．Business enterprises，by establishing convenient communication with oJstomel苫,carrying out the concerned about customers．and creating higher value for the customer,can raise也e customerts satisfaction and loyalty,and then carry out higher profits and long-term development of the business．Data mining technique is one of the key techniques carrying out the Customer Relationship Management．Business enterprises，Oil the basis of the data about customer and detailed transaction，Call make Rse of data mining to奴over valuable knowledge about CUStomers such as customer’s figures and their pllrchasmg patterns．SO to guide tlle practice in customer relationship management． T}Iis thesis analyzes the domestic and foreign correlations research and the application present situation,and studies analysis CRM in retail application frame．Then it emphasizes on the study,practice and analysis on data mining models such as association rule，clustering， decision tree and the artificial neural network，and discusses its application in the aspects of cnstomer subdividing，crossing-selling and customer churn．By the research of this thesis，we can recognize the essencc of customer relationship management theories．and fmd the interesting mode in customer relationship management，providing the beneficial reference for practice in retail．and food for thought in the application of the data min