宁波阿特拉斯三瑞机电有限公司CRM实践--毕业论文.docVIP

内 容 摘 要 本文所提出的基于数据挖掘的CRM的研究平台，是根据宁波阿特拉斯三瑞机电有限公司客户管理方面的发展需求，吸取国内外成功应用的经验，从而使公司的利益达到最大化，实现了客户价值和公司利益双赢的目的。 客户关系管理(Customer Relationship Management, CRM)是帮助企业了解客户和把握市场的重要工具，而数据挖掘则可以从大量客户数据中挖掘出隐含的、对企业决策有帮助的知识和规则，故将数据挖掘应用到CRM系统中将会为企业呈现更多有价值的数据。为了解决这个问题，拿宁波阿特拉斯公司作为实际的研究背景。本文将数据挖掘技术融入到客户关系管理系统的开发中去，开发了CRM客户关系管理系统，主要进行了以下工作: 1)研究了客户关系管理系统的结构、组成以及数据挖掘和数据库技术在其中的应用； 2) ID3算法分别实现了客户价值分析功能和客户忠诚度分析功能，以支持企业决策； 3)给出并介绍了CRM系统的功能、架构以及相应的数据库结构，并结合Microsoft Access 2003工具实现了数据的抽取和转换。 CRM系统以数据库和数据挖掘技术为支撑，具备操作型CRM系统的基本功能，同时实现了客户价值分析，客户忠诚度分析等一些分析型CRM系统的功能，是一种介于操作型和分析型CRM系统之间的系统。 关键词：客户关系管理、数据挖掘、数据库、客户忠诚度  ABSTRACT This paper presents a solution to design an CRM platform with its CRM (Customer Relationship Management) component based on Data Mining. It absorbs domestic and foreign successful experience. Thus it is benefit of both of my company and customers. Meanwhile ,it realizes customer value and company profits’ goal. Customer Relationship Management (CRM) system is an important tool for enterprises to understand customers and seize the market, and data minim can reveal the unknown knowledge and hidden rules from the large amount of customer data, thus applying data mining method into CRM system will bring more valuable data to enterprises. To solve this problem, taking a medium- sized enterprise in the company of Ning Bo a te la si as the actual background, a Customer Relationship Management system called CRM is developed combining data mining method. Meanwhile, the following work is done: 1)The structure, component of CRM system, the application of data mining and data warehouse technology in CRM system are researched. 2) The customer churn analysis method and customer loyalty are realized respectively based on ID3 decision making tree algorithm. 3) The function, structure, database and data warehouse structures of CRM system are analyzed, and the data extraction and transformation function is achieved using Microsoft Access 2003. Based on database and data mining technology, CRM