發(fā)布時(shí)間：2019-06-19 13:26

【摘要】：隨著經(jīng)濟(jì)發(fā)展和社會(huì)進(jìn)步,超市已成為人們?nèi)粘ＯM(fèi)的主要渠道,如何在激烈的競(jìng)爭(zhēng)中保持客戶已成為各商家競(jìng)爭(zhēng)的焦點(diǎn)。但目前超市行業(yè)在智能決策方面的研究尚處初級(jí)階段,對(duì)存儲(chǔ)在數(shù)據(jù)庫中的數(shù)據(jù)也做不到深入的分析和挖掘。本文在智能決策理論的基礎(chǔ)上對(duì)超市客戶流失和客戶價(jià)值進(jìn)行了深入研究,建立了針對(duì)超市的基于Agent的客戶關(guān)系管理系統(tǒng)。 本文通過客戶流失預(yù)測(cè)模型和客戶價(jià)值細(xì)分模型兩個(gè)方面對(duì)如何制訂即將流失客戶的保持策略進(jìn)行深入研究,論文完成的主要工作如下: (1)本文將Multi-Agent和數(shù)據(jù)挖掘技術(shù)引入超市客戶關(guān)系研究,在JADE平臺(tái)上實(shí)現(xiàn)了Agent成員間消息模式的通信機(jī)制,并通過各Agent間的相互協(xié)作,創(chuàng)建了基于Multi-Agent的超市客戶關(guān)系管理系統(tǒng)。 (2)采用改進(jìn)的C4.5決策樹算法對(duì)客戶進(jìn)行流失預(yù)測(cè),該算法在傳統(tǒng)C4.5算法的基礎(chǔ)上引入了加權(quán)因子并采用權(quán)重信息熵的計(jì)算方法,既可調(diào)節(jié)分類屬性距根節(jié)點(diǎn)的位置又可使重要類別的特性更加突出,并通過理論及數(shù)據(jù)分析驗(yàn)證了該方法在超市客戶流失預(yù)測(cè)方面的合理性和有效性。 (3)采用基于Agent的蟻群算法對(duì)預(yù)測(cè)為流失的客戶進(jìn)行客戶價(jià)值細(xì)分,通過細(xì)分結(jié)果評(píng)定客戶價(jià)值等級(jí),以輔助超市管理者制定營(yíng)銷策略。Agent與蟻群算法的結(jié)合使該模塊具有更強(qiáng)的魯棒性,細(xì)分過程及結(jié)果也更加直觀清晰,同時(shí)也提高了模型的自治性和社會(huì)性。 (4)整個(gè)系統(tǒng)按功能劃分為客戶流失預(yù)測(cè)Agent、數(shù)據(jù)中間處理Agent和客戶價(jià)值細(xì)分Agent三個(gè)Agent成員,并通過JADE平臺(tái)實(shí)現(xiàn)了各Agent間的通信及各模塊間的智能化協(xié)調(diào)管理,提高了超市客戶關(guān)系管理系統(tǒng)的自動(dòng)化程度。 本文以超市客戶關(guān)系管理為研究方向,詳細(xì)闡述了系統(tǒng)的原理、實(shí)現(xiàn)過程及結(jié)果,從客戶關(guān)系管理的角度對(duì)超市的客戶保持策略進(jìn)行了深入研究,為超市決策者制定保持客戶的營(yíng)銷策略提供了決策依據(jù),具有較高的理論價(jià)值和現(xiàn)實(shí)意義。
[Abstract]:With the development of economy and social progress, supermarkets have become the main channel of people's daily consumption, how to maintain customers in the fierce competition has become the focus of competition among businesses. However, the research on intelligent decision-making in supermarket industry is still in the primary stage, and the data stored in the database can not be deeply analyzed and excavated. In this paper, on the basis of intelligent decision theory, the customer loss and customer value of supermarket are deeply studied, and a customer relationship management system based on Agent for supermarket is established. In this paper, the customer loss prediction model and customer value segmentation model are used to study how to formulate the retention strategy of customers who are about to lose customers. The main work of this paper is as follows: (1) in this paper, Multi-Agent and data mining technology are introduced into supermarket customer relationship research, and the communication mechanism of message pattern among Agent members is realized on JADE platform, and through the cooperation among Agent, The supermarket customer relationship management system based on Multi-Agent is established. (2) the improved C4.5 decision tree algorithm is used to predict the customer loss. Based on the traditional C4.5 algorithm, the algorithm introduces the weighting factor and adopts the calculation method of weight information entropy, which can not only adjust the position of the classification attribute from the root node, but also make the characteristics of the important categories more prominent. The rationality and effectiveness of the method in the prediction of supermarket customer turnover are verified by theoretical and data analysis. (3) Ant colony algorithm based on Agent is used to subdivide the customer value of the customers predicted to be lost, and the customer value level is evaluated by the subdivision results in order to assist supermarket managers to formulate marketing strategy. The combination of agent and ant colony algorithm makes the module more robust, the subdivision process and results are more intuitive and clear, and the autonomy and sociality of the model are also improved. (4) according to the function, the whole system is divided into three Agent members: customer loss prediction Agent, data intermediate processing Agent and customer value subdivision Agent. The communication between Agent and intelligent coordination management among modules are realized through JADE platform, which improves the automation degree of supermarket customer relationship management system. Taking supermarket customer relationship management as the research direction, this paper expounds in detail the principle, realization process and results of the system, and makes a deep study on the customer maintenance strategy of supermarket from the point of view of customer relationship management, which provides the decision basis for supermarket decision makers to formulate the marketing strategy of maintaining customers, and has high theoretical value and practical significance.
【學(xué)位授予單位】：北京工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F274;F717.6

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前10條

1 劉怡俊;電子商務(wù)系統(tǒng)中基于多Agent系統(tǒng)的信息流控制研究[D];廣東工業(yè)大學(xué);2002年

2 朱傳宇;智能Agent及其在網(wǎng)絡(luò)管理中的應(yīng)用[D];合肥工業(yè)大學(xué);2002年

3 楊玉鳳;基于分析型客戶關(guān)系管理的決策支持系統(tǒng)研究[D];廣東工業(yè)大學(xué);2004年

4 趙越;連鎖超市企業(yè)營(yíng)銷戰(zhàn)略與策略研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2005年

5 王崢琦;基于決策樹算法的改進(jìn)與應(yīng)用[D];西安科技大學(xué);2005年

6 沈燕卿;基于數(shù)據(jù)挖掘的電信業(yè)客戶流失分析與應(yīng)用[D];重慶大學(xué);2005年

7 李家新;會(huì)員制倉儲(chǔ)超市客戶關(guān)系管理的研究[D];吉林大學(xué);2006年

8 王素霞;基于客戶價(jià)值研究的客戶關(guān)系管理[D];吉林大學(xué);2006年

9 趙莽;基于實(shí)證分析的移動(dòng)客戶保持影響因素和策略研究[D];北京郵電大學(xué);2006年

10 高海燕;基于數(shù)據(jù)挖掘的銀行客戶流失預(yù)測(cè)研究[D];西安理工大學(xué);2007年

，

本文編號(hào)：2502375