本文選題：數(shù)據(jù)倉庫　切入點：數(shù)據(jù)挖掘　出處：《電子科技大學》2014年碩士論文　論文類型：學位論文

【摘要】：我國自電信重組以來,逐步形成了多家運營商共同競爭的市場格局。技術的不斷進步帶來電信產(chǎn)業(yè)非常激烈的競爭,企業(yè)的發(fā)展必須以對客戶的需求和消費行為的了解為主要考量,否則將會流失重大的商機,造成企業(yè)的損失。隨著3G市場的深入以及4G商業(yè)化的開始,電信產(chǎn)業(yè)的競爭變得尤為激烈,并且競爭的方式已悄然發(fā)生改變。企業(yè)的發(fā)展型態(tài)已由過去以產(chǎn)品為中心的經(jīng)營方式轉變成為以客戶為中心的消費型態(tài)。事實上,電信市場已趨近飽和,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)者應該思考的問題。本文基于數(shù)據(jù)倉庫、數(shù)據(jù)挖掘技術及客戶關系管理理論,建立了基于數(shù)據(jù)倉庫的電信客戶細分模型并對綿陽移動CRM系統(tǒng)的設計與實現(xiàn)進行了研究。主要的研究內容和貢獻包括以下幾個方面:首先,在分析我國電信市場的競爭情況后,對客戶細分理論基礎進行了詳細的闡述。在此基礎上,對電信客戶細分理論的必要性、方法選擇及現(xiàn)狀等方面作了分析。第二,針對數(shù)據(jù)挖掘和數(shù)據(jù)倉庫的相關理論進行了詳細論述,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)倉庫與數(shù)據(jù)挖掘的關系,進一步給出了數(shù)據(jù)挖掘及數(shù)據(jù)倉庫在電信行業(yè)中的應用。第三,通過對數(shù)據(jù)倉庫技術在電信行業(yè)中的應用研究,建立了基于數(shù)據(jù)倉庫的客戶細分理論模型并采用基于CRISP-DM方法的數(shù)據(jù)挖掘模型對模型進行了分析求解。第四,對客戶關系管理系統(tǒng)的產(chǎn)生、發(fā)展及主要功能等進行了詳細闡述,進一步研究了電信行業(yè)的客戶關系管理相關問題,構建了客戶關系管理系統(tǒng)的總體框架。第五,針對綿陽移動CRM系統(tǒng)中存在的問題,在綿陽移動現(xiàn)有系統(tǒng)的基礎上,設計了適用于綿陽移動實際的CRM系統(tǒng),并對系統(tǒng)的應用進行了實例分析,為綿陽移動的客戶管理、市場開拓等提供一定的支撐。本文的核心在于利用數(shù)據(jù)挖掘中的相關理論和算法,設計相應的系統(tǒng)架構,在數(shù)據(jù)倉庫中分析與建立客戶細分模型,并對模型的建立、算法、實現(xiàn)以及結果都進行了細致的分析,進一步考慮綿陽移動的實際,設計相應的CRM系統(tǒng),為運營商的決策提供參考。
[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.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：TP311.13

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本文編號：1562864