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ID:31954508
大小:2.82 MB
页数:54页
时间:2019-01-29
《分析型crm在营销决策中的运用.研究》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、Abstractcustomerloss,andthenitrealizesthepurposeofusingCRMtoachieveenterprise—lockedmarketingobjectives,theextensionofmarketingprofitsandlowermarketingcosts.Inthispaper,themajorinnovationreflectsinthefollowingpoints:forthecontentsofthestudy,thispaperdoesapreliminarystudyofth
2、eapplicationofanalyticalCRMinsupportingmarketingdecision—making.ItintegratestheanalyticalCRMintotheanalysisofmarketingdecision-makingandmakesittoanewheight.Theresultsoftheanalysiscan’tbegotifjustusingthetraditionalstatisticalmethods.Itreplacesthestaticmarketingwitlldynamicma
3、rketingandrealizesthemarketinginnovationfromextensivemarketingintothefinemarketing.Intheaspectsofrealapplication,thispaperdoescustomersegmentationstudyfromthecustomerbehavior,demographicandcustomervalue.Comparedtothesingledimensionsegmentation,itcallgetbettermacro,comprehens
4、iveanalysisofcustomersandgetbetterresults.Forstudymethods,itfirstintroducesthecommonmodelmethodsandthendoempiricalstudyintelecommunicationbusinessbothforcustomersegmentationandcustomerlossanalysis.ThepaperappliestheK-meansalgorithmwiththeuseofdusterminingtechniquetodividetel
5、ecommunicationbusinessobjectivecustomersinto8categories,andconductstargetedmarketingfordifferentgroups’characteristics;itUSesdecisiontreeminingtechniquetoanalyzethecustomerloss,getsthelossofearlywamingscorerules,andthenmakesretainablemeasuresforpossiblelosingcustomers.Thisme
6、thodfromgeneraltothespecifichasmadetheeffectof"modeloftheapplicationprocess,什andprovidesareferencefortheapplicationofanalyticalCRMinmarketingdecision-making.Keywords:AnalyticalCRM;datamining:marketingIV华中农业人学2008届硕十学位论文:分析型CRM在赍销决策中的运用研究图表目录图1.1论文研究思路图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯
7、⋯⋯。6图2.1CRM系统组成图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.12图2.2分析型CRM功能模块图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯14图3.1CRISP.DM过程模型⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。23图3-2以技术为中心的数据挖掘过程⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯25图3.3以商业为中心的数据挖掘过程⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯26图4.1训练数据集和检验数据集生成图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..34图4_2模型构建图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯3
8、4图4-3客户流失模型构建图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..42表2.1分析型CRM中的主要应用表⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯
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