基于关系营销的面向客户行为的数据分析模型及算法研究-企业管理专业论文.docxVIP

重庆大学硕士学位论文 重庆大学硕士学位论文 中文摘要 摘 要 关系营销战略的实施对企业的市场占有率、建立竞争优势，企业生存和发展 有着重要意义，于是众多企业纷纷趋之若骛，然而其中不乏失败的案例。本文从 关系营销理念出发，分析了目前企业实行关系营销战略失败的原因及其根源。企 业因为种种原因没有忠于关系营销思想，在实际的实施过程中犯了形而上学的严 重错误，由此导致了在实际应用出现各种问题。本文以此为出发点，结合客户行 为学的观点提出通过了解客户行为来提高客户忠诚度的办法，从购买行为和客户 忠诚度两个方面来了解客户。其中购买行为又从购买对象、购买时问以及购买周 期三个方面来进行分析。通过一系列的分析模型计算得到客户的行为特征，以帮 助企业投客户所好，提高客户满意度和忠诚度，建立长期、良好的客户关系，从 而达到实现关系营销战略的目的。本文根据不同的分析对象采用了不同的算法。 在对算法进行介绍之后，利用案例来进一步对算法进行说明，以方便更加清晰的 理解和利用本文的研究成果。 关键词：关系营销，客户行为，数据分析 重庆大学硕士学位论文 重庆大学硕士学位论文 英文摘要 ABSTRACT Relationship marketing strategy contributes to marketing possessing，competition advantage，enterprise survival and development．Consequently many companies set start to carry out it．However,unfortunately；some of the companies suffered from total failure．This paper，according to relatiouship marketing theory，analyzed the reason，and found many companies had failed to grasp the soul of relationship marketing，which resulted in various kinds ofproblems．The author associated with the study ofcustomer behavior,and put forward model to solve these problems thoroughly，which was trying to make a good acknowledge of customer behavior in two aspects：purchasing behavior and customer loyalty．Purchasing behavior Was divided into three parts： purchasing object，purchasing time and purchasing cycle．The arithmetic varied according to different data analysis targeL and the whole data analysis model Was excepted to help the enterprises to know their customers’behavior well and to make decisions to satisfy their customers，and逾the long term，to set up a firm relationship with the customers．This paper also illustrated the arithmetic by cases for better understanding and easier utility． Keywords：Relationship Marketing,Customer Behavior，Data Mining II 重庆大学硕士学位论文 重庆大学硕士学位论文 1绪论 1 绪论 1．1问题的提出 在客户越来越被企业重视的今天，客户数据