基于粗糙集-神经网络技术的客户价值.doc
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基于粗糙集-神经网络技术的客户价值,摘要电子商务作为一种基于internet技术的市场交易方式，已经逐步改变当前社会中各行各业的传统经营模式，彻底的改变了企业与客户的关系。激烈的行业竞争使得现代企业需要将其核心经营理念由“产品导向”向“客户导向”转移。 “客户导向”的理念要求企业能够及时把握住客户的要求，并迅速做出反应，它的核心是保持老客户、吸引新客户。...
内容介绍
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摘 要
电子商务作为一种基于Internet技术的市场交易方式，已经逐步改变当前社会中各行各业的传统经营模式，彻底的改变了企业与客户的关系。激烈的行业竞争使得现代企业需要将其核心经营理念由“产品导向”向“客户导向”转移。 “客户导向”的理念要求企业能够及时把握住客户的要求，并迅速做出反应，它的核心是保持老客户、吸引新客户。客户关系管理(Customer Relationship Management，CRM)解决了如何实现“客户导向”的经营模式的问题。
CRM的核心在于管理两种不同方向的价值流的交互创造过程。这两种价值流分别是指企业流向客户和客户流向企业，它们之间是相辅相成的，企业在生产销售过程中为客户创造优厚的价值，而客户可以通过购买回报企业以利润和扩大再生产的潜力。从客户流向企业的价值创造角度来看，客户关系管理的最终目的是客户价值的最大化。如何实现客户价值的最大化，就要求对客户进行评价分析，找出最有价值的客户，开展特别的促销活动，提供更个性化的服务，设法保持这类客户，使企业用最小的投入获得最大的回报。
传统信息系统所载的大量客户特征及行为信息仅限于表象的记录，缺乏深层次的分析，因此需要采用新的技术和方法如分类分析等数据挖掘方法对一系列客户数据进行数据挖掘，进而发现表象数据下所蕴含的规则和指示，识别高价值客户和无价值客户，对其分别实行不同的个性化服务，实行个性化管理，从而实现投入少、回报大的目的。
该论文以数据挖掘技术为基础，运用粗糙集-神经网络的联合技术的数据挖掘方法对客户价值进行分析、识别，并通过一系列可行的指标评价体系，建立相应的数据模型来评估客户价值，从而实现对客户类型的分类。该方法能够有效的评价客户价值、识别客户、细分客户市场、提高客户满意度及忠诚度、保留客户等，为企业客户管理工作的提高有着一定程度的智能决策支持。
关键词 粗糙集；神经网络；客户价值；客户关系管理
Abstract
Electronic commerce, based on the internet technology, is changing the traditional business mode in every field of the social economy and in particular, has changed the relationship between enterprises and customers completely. In the fierce industry competition, it requires the core business idea of the enterprises to change from centering on product to centering on customers. That means he, who grasps the needs of customers, makes reactions in the fastest speed, will attract new customers and maintain old ones and obtain the ultimate victory. Customer Relationship Management (CRM) provides a scheme for realizing the business mode of centering on customers.
The core of CRM lies in managing the interactive creation process of the two value streams with two different directions, with one kind of value flowing from enterprises to customers and the other flowing from customers to enterprises. In fact the two value streams complement each other, with enterprises creating rich value for customers and customers rendering profit and developing potentials to enterprises. Viewing from the value of customers brought directly to enterprises, the ultimate purpose of CRM is to maximize customer value. But how to realize the customer value maximization? It requires to valuate and analyze customers, to find out the most valuable customer, to carry out the special promoting activities, to provide more personal service, to try to keep this kind of customers, thus enterprises gaining the maximal returns with the minimal investment.
Presently, the traditional information system has produced plenty of characteristic and behavioral information of customers. But these information is confined to the exterior recording only, and is short of deep-seated analysis. Using the method of classification analysis to make data excavation thus discovering the laws and knowledge that the exterior data contains inside, can we distinguish customers with rich values from the valueless ones, provide personalized services, put in effect the differentiation management, thus making the maximal value with the minimal resources.
The essay, on the basis of Rough Set-Neural Network data-mining technology, make analysis and valuation on customer value. By a series of feasible index system, it establishes a decision-making tree model to measure customer value and subdivide customers; by data-mining, it effectively distinguishes customers, carries out customer market subdivision, improves sales effect, maintains customers, upgrades satisfaction and loyalty degree of customers and so on, thus providing intelligent decision-making support for business administration.
Keywords Rough Sets; Neural Network; Customer Value; CRM
目 录
摘 要 I
Abstract II
第1章 绪论 1
1.1 引言 1
1.1.1 问题的提出 1
1.1.2 客户价值理论在营销中的地位 1
1.1.3 客户价值分析的意义及目的 3
1.2 国内外研究现状及发展趋势 4
1.2.1 客户价值研究现状 4
1.2.2 基于粗糙集的客户价值研究现状 5
1.2.3 基于神经网络的客户价值研究现状 6
1.3 本文的主要内容 6
1.4 本文的研究方法 7
1.5 本文的结构 8
1.6 文章的创新点 9
第2章 相关理论的介绍 10
2.1 客户价值研究综述 10
2.1.1 客户的含义 10
2.1.2 客户生命周期 11
2.2 客户价值 13
2.2.1 客户角度的价值 13
2.2.2 ..
电子商务作为一种基于Internet技术的市场交易方式，已经逐步改变当前社会中各行各业的传统经营模式，彻底的改变了企业与客户的关系。激烈的行业竞争使得现代企业需要将其核心经营理念由“产品导向”向“客户导向”转移。 “客户导向”的理念要求企业能够及时把握住客户的要求，并迅速做出反应，它的核心是保持老客户、吸引新客户。客户关系管理(Customer Relationship Management，CRM)解决了如何实现“客户导向”的经营模式的问题。
CRM的核心在于管理两种不同方向的价值流的交互创造过程。这两种价值流分别是指企业流向客户和客户流向企业，它们之间是相辅相成的，企业在生产销售过程中为客户创造优厚的价值，而客户可以通过购买回报企业以利润和扩大再生产的潜力。从客户流向企业的价值创造角度来看，客户关系管理的最终目的是客户价值的最大化。如何实现客户价值的最大化，就要求对客户进行评价分析，找出最有价值的客户，开展特别的促销活动，提供更个性化的服务，设法保持这类客户，使企业用最小的投入获得最大的回报。
传统信息系统所载的大量客户特征及行为信息仅限于表象的记录，缺乏深层次的分析，因此需要采用新的技术和方法如分类分析等数据挖掘方法对一系列客户数据进行数据挖掘，进而发现表象数据下所蕴含的规则和指示，识别高价值客户和无价值客户，对其分别实行不同的个性化服务，实行个性化管理，从而实现投入少、回报大的目的。
该论文以数据挖掘技术为基础，运用粗糙集-神经网络的联合技术的数据挖掘方法对客户价值进行分析、识别，并通过一系列可行的指标评价体系，建立相应的数据模型来评估客户价值，从而实现对客户类型的分类。该方法能够有效的评价客户价值、识别客户、细分客户市场、提高客户满意度及忠诚度、保留客户等，为企业客户管理工作的提高有着一定程度的智能决策支持。
关键词 粗糙集；神经网络；客户价值；客户关系管理
Abstract
Electronic commerce, based on the internet technology, is changing the traditional business mode in every field of the social economy and in particular, has changed the relationship between enterprises and customers completely. In the fierce industry competition, it requires the core business idea of the enterprises to change from centering on product to centering on customers. That means he, who grasps the needs of customers, makes reactions in the fastest speed, will attract new customers and maintain old ones and obtain the ultimate victory. Customer Relationship Management (CRM) provides a scheme for realizing the business mode of centering on customers.
The core of CRM lies in managing the interactive creation process of the two value streams with two different directions, with one kind of value flowing from enterprises to customers and the other flowing from customers to enterprises. In fact the two value streams complement each other, with enterprises creating rich value for customers and customers rendering profit and developing potentials to enterprises. Viewing from the value of customers brought directly to enterprises, the ultimate purpose of CRM is to maximize customer value. But how to realize the customer value maximization? It requires to valuate and analyze customers, to find out the most valuable customer, to carry out the special promoting activities, to provide more personal service, to try to keep this kind of customers, thus enterprises gaining the maximal returns with the minimal investment.
Presently, the traditional information system has produced plenty of characteristic and behavioral information of customers. But these information is confined to the exterior recording only, and is short of deep-seated analysis. Using the method of classification analysis to make data excavation thus discovering the laws and knowledge that the exterior data contains inside, can we distinguish customers with rich values from the valueless ones, provide personalized services, put in effect the differentiation management, thus making the maximal value with the minimal resources.
The essay, on the basis of Rough Set-Neural Network data-mining technology, make analysis and valuation on customer value. By a series of feasible index system, it establishes a decision-making tree model to measure customer value and subdivide customers; by data-mining, it effectively distinguishes customers, carries out customer market subdivision, improves sales effect, maintains customers, upgrades satisfaction and loyalty degree of customers and so on, thus providing intelligent decision-making support for business administration.
Keywords Rough Sets; Neural Network; Customer Value; CRM
目 录
摘 要 I
Abstract II
第1章 绪论 1
1.1 引言 1
1.1.1 问题的提出 1
1.1.2 客户价值理论在营销中的地位 1
1.1.3 客户价值分析的意义及目的 3
1.2 国内外研究现状及发展趋势 4
1.2.1 客户价值研究现状 4
1.2.2 基于粗糙集的客户价值研究现状 5
1.2.3 基于神经网络的客户价值研究现状 6
1.3 本文的主要内容 6
1.4 本文的研究方法 7
1.5 本文的结构 8
1.6 文章的创新点 9
第2章 相关理论的介绍 10
2.1 客户价值研究综述 10
2.1.1 客户的含义 10
2.1.2 客户生命周期 11
2.2 客户价值 13
2.2.1 客户角度的价值 13
2.2.2 ..
