基于客户画像的数据挖掘技术在CRM中的应用-软件工程专业论文.docxVIP

东华大学硕士学位论文 东华大学硕士学位论文 PAGE PAGE 10 APPLICATION OF DATA MINING IN CRM BASED ON CUSTOMER SIGNATURE ABSTRACT Along with China becoming hot spots of the world economy, the developing local enterprises gradually change the mode of operation and management. They take customer as the center to develop product system, service system and value management system, which makes those focus on customer segmentation，so that they can formulate a reasonable strategy to enhance their competitiveness. Clustering analysis and association rule model is built based on customer signature in CRM. Combined with production practice, my research shows a interpretation and application of the conclusions conclude by data mining ，which provides a good basis for customer segmentation, personalized service and recommendation. In the practice, my paper focuses on the research of data quality control based on SQL Server DQS and the index system of customer signature according to the real production of the bakery in Hong Kong. Meanwhile, my paper also focus on designing an update plan of customer signature, realizing customer segmentation through optimized k-means cluster analysis algorithm namely two points k-means algorithm and realizing association analys is through optimized Apr iori algor ithm namely Apr iori- B algorithm. Bes ides, a personalized service and recommendation has been concluded according to the conclusion of data mining. Based on the experimental scheme in this paper, the main innovation of this paper is the attention to the effect of data quality on the final results and the update scheme of customer signature combined with historical environment and current environment so that it can help this enterprises to have a good understanding of customers and provide reliable basis for data mining and business decision. Cui Lin(Software Engineering) Supervised by Shi Xiujin KEY WORDS: customer signature, cluster analysis, association rules, CRM, k- means, Apriori 目录 摘要4