数据挖掘技术客户端毕业设计

中 文 摘 要

题 目：数据挖掘技术在客户关系 管理中的研究与应用

摘 要

客户关系管理(CRM)是一种旨在改善企业与客户之间关系的管理机制,它通过提供优质和个性化的服务吸引和保持更多的客户。经过多年经营管理，企业拥有关于客户的大量数据,这些数据背后隐藏着许多重要的信息，而这些信息对企业决策的制定和生存发展有着至关重要的作用。那如何从大量的繁杂数据中提取有价值的信息呢？数据挖掘技术就是这样一种工具。它可以通过有关联分析、相关性分析、预测分析、聚类分析等挖掘出对企业有价值的信息，从而帮助企业经营管理者做出有助于改善与客户关系的决策，进一步促进企业的发展。

本文从客户关系管理的需求入手，在分析了数据挖掘的基本原理和技术后，介绍了数据挖掘技术在客户关系管理中应用的方法和步骤，并以在汽车销售行业决策树在客户分类方面的应用为例说明了数据挖掘技术在客户关系管理中的应用。

关键词：客户关系管理，数据挖掘技术，决策树，客户分类

I

Abstract

Customer Relationship Management(CRM) is a kind of new management system aiming at improving the relationship between corporations and their customers. It attracts and keeps more customers by providing superior quality and characteristic service. Running the corporation for manay years, the business enterprise hugs a great deal of data concerning customer, Which conceal many important informations, and these informations are very important for making decision and the development of the enterprise. But how does that withdraw a worthy information from the great quantities complicated data? Data Mining is a kind of tool according to the technique. It can pass relevant allied analysis, relativity analysis, predict analysis and gather a type of analysis etc to dig out worthy information for the business enterprise, helping the enterprise manager to make decisions which improve the relationship with customers, promote the development of business enterprise further.

This text related to the need of Customer Relationship Management(CRM) and analysis Data Mining’s applied method and the step in the customer relationship management after introducing basic principle and technique of Data Mining .Then take the application of decision tree in customer categorize in car selling field for example, briefly explained the application of Data Mining in the customer relationship management .

Key words: customer relationship management, data mining, decision tree, customer categorize

II

目 录

目 录

摘 要 ..................................................................................................................... I ABSTRACT ........................................................................................................... II 目 录 ................................................................................................................... III 第一章 引 言 ................................................................................................ - 1 - 1.1论文研究的背景 ........................................................................................- 1 - 1.2国内外研究的现状 ....................................................................................- 2 - 1.3研究内容、目的和意义 ............................................................................- 2 - 1.4本章小结 ....................................................................................................- 3 - 第二章 客户关系管理概述 ............................................................................ - 4 - 2.1 客户关系管理（CRM）的基本概念 .......................................................- 4 - 2.2 客户关系管理的重要作用 ........................................................................- 5 - 2.3 CRM的实现过程 .......................................................................................- 6 - 2.4 CRM的发展趋势及前景 ...........................................................................- 7 - 2.5本章小结 ....................................................................................................- 7 - 第三章 数据挖掘的基本理论 ........................................................................ - 8 - 3.1数据挖掘的概念 ........................................................................................- 8 - 3.2 数据挖掘的任务 ........................................................................................- 9 - 3.3数据挖掘的技术 ........................................................................................- 9 - 3.4数据挖掘的功能及作用 ..........................................................................- 10 - 3.5本章小结 ..................................................................................................- 11 - 第四章 数据挖掘技术在客户关系管理中的应用 ...................................... - 12 - 4.1数据挖掘与客户关系管理 ......................................................................- 12 - 4.2数据挖掘在客户关系管理中的功能 ......................................................- 13 - 4.3企业进行数据挖掘项目的方式 ..............................................................- 15 - 4.4在客户关系管理中应用数据挖掘的过程 ..............................................- 16 - 4.5本章小结 ..................................................................................................- 19 -

III

目 录

第五章 案例分析 .......................................................................................... - 20 - 5.1案例背景 ..................................................................................................- 20 - 5.2决策树方法用于客户分类 ......................................................................- 20 - 5.2.1数据准备及转化 ................................................................. - 20 - 5.2.2构造模型 ............................................................................ - 23 - 5.2.3结果分析 ............................................................................ - 27 - …… 此处隐藏：4743字，全部文档内容请下载后查看。喜欢就下载吧 ……