本文關鍵詞： 會員積分管理 CRM 數據挖掘 K-means算法 會員分類　出處：《天津理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：本文研究的主要目的是對消費者進行跟蹤，通過數據挖掘技術挖掘會員的消費數據，為了保留消費者的消費信息，本文構建了會員管理系統(tǒng)來對會員管理分析，同時系統(tǒng)中增加了會員積分，消費者所得積分不但可以抵現，還可以實現不同加盟店之間互換消費。 本文基于會員的管理引入RFM的分析方法，對經營策略進行制定和改善。提出了基于會員平均消費金額、消費頻率和會員保持時間三個指標的分類模型，通過提取消費者消費行為數據通過利用SPSS軟件和K-means聚類分析法對實例會員細分，在此基礎上探索新的營銷策略，提高了營銷策略的針對性和準確性，可以更好的改善客戶關系。 為了保留會員消費信息，本文構建積分管理系統(tǒng)平臺體系對會員進行管理，適用各種連鎖加盟店會員管理模式。系統(tǒng)采用B/S模式，Web應用服務器提供對不同加盟店利用積分平臺在線數據管理的支持以及通過Web方式進行的加盟店積分交易的轉發(fā)處理。積分平臺的Web應用采用JSP+Java+Apache等技術整合開發(fā)完成。 它的主要特點：支持跨平臺、加盟店積分互換、與信用卡綁定、統(tǒng)一核算與消費等。本系統(tǒng)不但可以適用于加盟店內部還適用于加盟店之間積分交換使用，本系統(tǒng)通過積分卡與信用卡綁定，同時積分消費可以在不同店之間消費可以使人們從一人擁有多張會員卡的煩惱中解脫中出來。 積分精算是系統(tǒng)中的重點跟難點，通過跨平臺技術，，利用加盟店指定月累積賦予積分、累積收回積分得出賦予與收回之差，根據積分兌換比率然后算出該店需要上交或者給予的金額。系統(tǒng)通過積分精算，實現了不同加盟店間積分和資金進行統(tǒng)一結算，也為管理加盟店收支平衡提供了便捷的途徑。
[Abstract]:The main purpose of this paper is to track the consumers and mine the consumption data of the members through the data mining technology. In order to keep the consumer consumption information, this paper constructs a member management system to analyze the member management. At the same time, the system increases member points, consumer income points can not only offset, but also realize the exchange of consumption between different franchisees. This paper introduces the RFM analysis method based on the member management, formulates and improves the management strategy, and puts forward the classification model based on the average consumption amount, the consumption frequency and the member retention time. By extracting consumer consumer behavior data through the use of SPSS software and K-means clustering analysis to subdivide the instance members, on the basis of the exploration of new marketing strategies, improve the pertinence and accuracy of marketing strategies, can better improve customer relations. In order to keep the member consumption information, this paper constructs the integral management system platform system to manage the members. The system adopts the B / S mode and web application server to provide online data management support for different franchisees using the integral platform, as well as the trading of franchisee points through Web. Forward processing. The Web application of the integration platform is developed by JSP Java Apache and other technologies. Its main features: support cross-platform, franchise store integral exchange, and credit card binding, unified accounting and consumption, etc. This system can be used not only in franchisee stores but also in the use of points exchange between franchisees, This system binds the credit card with the credit card, at the same time, the integral consumption can make people get rid of the annoyance of having more than one membership card between different stores. Integral actuarial is the key and difficult point in the system. Through cross-platform technology, the accumulated integral is assigned to the franchisee by the month, and the difference between the assignment and the recovery is obtained by the cumulative recovery of the integral. According to the convertibility ratio of points and then calculate the amount that the store needs to hand in or give. The system realizes the unified settlement of points and funds among different franchisees by means of integral actuarial, and also provides a convenient way to manage the balance of income and expenditure of franchisees.
【學位授予單位】：天津理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：TP315

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