分析型crm在营销决策中的运用.研究

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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⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯