發(fā)布時(shí)間：2018-03-03 22:02

  本文選題：數(shù)據(jù)倉(cāng)庫(kù)　切入點(diǎn)：數(shù)據(jù)挖掘　出處：《電子科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：我國(guó)自電信重組以來(lái),逐步形成了多家運(yùn)營(yíng)商共同競(jìng)爭(zhēng)的市場(chǎng)格局。技術(shù)的不斷進(jìn)步帶來(lái)電信產(chǎn)業(yè)非常激烈的競(jìng)爭(zhēng),企業(yè)的發(fā)展必須以對(duì)客戶的需求和消費(fèi)行為的了解為主要考量,否則將會(huì)流失重大的商機(jī),造成企業(yè)的損失。隨著3G市場(chǎng)的深入以及4G商業(yè)化的開(kāi)始,電信產(chǎn)業(yè)的競(jìng)爭(zhēng)變得尤為激烈,并且競(jìng)爭(zhēng)的方式已悄然發(fā)生改變。企業(yè)的發(fā)展型態(tài)已由過(guò)去以產(chǎn)品為中心的經(jīng)營(yíng)方式轉(zhuǎn)變成為以客戶為中心的消費(fèi)型態(tài)。事實(shí)上,電信市場(chǎng)已趨近飽和,如何才能留住客戶并不斷挖掘新的客戶,以增加企業(yè)效益,這是電信從業(yè)者應(yīng)該思考的問(wèn)題。本文基于數(shù)據(jù)倉(cāng)庫(kù)、數(shù)據(jù)挖掘技術(shù)及客戶關(guān)系管理理論,建立了基于數(shù)據(jù)倉(cāng)庫(kù)的電信客戶細(xì)分模型并對(duì)綿陽(yáng)移動(dòng)CRM系統(tǒng)的設(shè)計(jì)與實(shí)現(xiàn)進(jìn)行了研究。主要的研究?jī)?nèi)容和貢獻(xiàn)包括以下幾個(gè)方面:首先,在分析我國(guó)電信市場(chǎng)的競(jìng)爭(zhēng)情況后,對(duì)客戶細(xì)分理論基礎(chǔ)進(jìn)行了詳細(xì)的闡述。在此基礎(chǔ)上,對(duì)電信客戶細(xì)分理論的必要性、方法選擇及現(xiàn)狀等方面作了分析。第二,針對(duì)數(shù)據(jù)挖掘和數(shù)據(jù)倉(cāng)庫(kù)的相關(guān)理論進(jìn)行了詳細(xì)論述,包括數(shù)據(jù)挖掘的產(chǎn)生、發(fā)展、常用算法、工具等,并研究了數(shù)據(jù)倉(cāng)庫(kù)與數(shù)據(jù)挖掘的關(guān)系,進(jìn)一步給出了數(shù)據(jù)挖掘及數(shù)據(jù)倉(cāng)庫(kù)在電信行業(yè)中的應(yīng)用。第三,通過(guò)對(duì)數(shù)據(jù)倉(cāng)庫(kù)技術(shù)在電信行業(yè)中的應(yīng)用研究,建立了基于數(shù)據(jù)倉(cāng)庫(kù)的客戶細(xì)分理論模型并采用基于CRISP-DM方法的數(shù)據(jù)挖掘模型對(duì)模型進(jìn)行了分析求解。第四,對(duì)客戶關(guān)系管理系統(tǒng)的產(chǎn)生、發(fā)展及主要功能等進(jìn)行了詳細(xì)闡述,進(jìn)一步研究了電信行業(yè)的客戶關(guān)系管理相關(guān)問(wèn)題,構(gòu)建了客戶關(guān)系管理系統(tǒng)的總體框架。第五,針對(duì)綿陽(yáng)移動(dòng)CRM系統(tǒng)中存在的問(wèn)題,在綿陽(yáng)移動(dòng)現(xiàn)有系統(tǒng)的基礎(chǔ)上,設(shè)計(jì)了適用于綿陽(yáng)移動(dòng)實(shí)際的CRM系統(tǒng),并對(duì)系統(tǒng)的應(yīng)用進(jìn)行了實(shí)例分析,為綿陽(yáng)移動(dòng)的客戶管理、市場(chǎng)開(kāi)拓等提供一定的支撐。本文的核心在于利用數(shù)據(jù)挖掘中的相關(guān)理論和算法,設(shè)計(jì)相應(yīng)的系統(tǒng)架構(gòu),在數(shù)據(jù)倉(cāng)庫(kù)中分析與建立客戶細(xì)分模型,并對(duì)模型的建立、算法、實(shí)現(xiàn)以及結(jié)果都進(jìn)行了細(xì)致的分析,進(jìn)一步考慮綿陽(yáng)移動(dòng)的實(shí)際,設(shè)計(jì)相應(yīng)的CRM系統(tǒng),為運(yùn)營(yíng)商的決策提供參考。
[Abstract]:Since the reorganization of telecom industry, China has gradually formed a market pattern in which many operators compete together. The continuous progress of technology has brought about very fierce competition in the telecommunications industry. The development of enterprises must take the understanding of customers' needs and consumption behavior as the main consideration, otherwise, they will lose significant business opportunities and cause losses to enterprises. With the deepening of 3G market and the beginning of 4G commercialization, The competition in the telecommunications industry has become particularly fierce, and the way of competition has quietly changed. The development of enterprises has changed from a product-centric mode of operation to a customer-centric mode of consumption. In fact, The telecom market is approaching saturation, so how to keep customers and keep new customers in order to increase enterprise benefit is the problem that telecom practitioners should think about. This paper is based on data warehouse, data mining technology and customer relationship management theory. The model of telecom customer segmentation based on data warehouse is established, and the design and implementation of Mianyang Mobile CRM system are studied. The main research contents and contributions include the following aspects: firstly, after analyzing the competition of China's telecom market, On this basis, the necessity, method selection and current situation of telecom customer segmentation theory are analyzed. The related theories of data mining and data warehouse are discussed in detail, including the generation, development, common algorithms and tools of data mining. The relationship between data warehouse and data mining is also studied. Furthermore, the application of data mining and data warehouse in telecommunication industry is given. Thirdly, the application of data warehouse technology in telecommunication industry is studied. The customer segmentation theory model based on data warehouse is established, and the data mining model based on CRISP-DM method is used to analyze and solve the model. 4th, the generation, development and main functions of customer relationship management system are described in detail. This paper further studies the related problems of customer relationship management in telecommunication industry, and constructs the overall framework of customer relationship management system. 5th, aiming at the existing problems in Mianyang Mobile CRM system, based on the existing system of Mianyang Mobile, The CRM system suitable for Mianyang Mobile is designed, and the application of the system is analyzed, which is the customer management of Mianyang Mobile. The core of this paper is to design the corresponding system architecture, analyze and establish the customer segmentation model in the data warehouse, and build the model, algorithm, the core of this paper is to use the relevant theory and algorithm in data mining, to design the corresponding system structure, to analyze and establish the customer segmentation model in the data warehouse, and to establish the model, the algorithm, The implementation and the results are analyzed in detail. Considering the actual situation of Mianyang Mobile, the corresponding CRM system is designed to provide a reference for the decision of the operator.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TP311.13

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本文編號(hào)：1562864