發(fā)布時(shí)間：2018-03-13 04:25

  本文選題：O2O　切入點(diǎn)：客戶關(guān)系管理　出處：《西安工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：CRM系統(tǒng)是現(xiàn)代企業(yè)利用互聯(lián)網(wǎng)技術(shù)和IT技術(shù)實(shí)現(xiàn)對(duì)客戶的整合營(yíng)銷,該系統(tǒng)可以有效的在獲取、保持以及增加客戶方面給予企業(yè)很大的幫助。是在“以客戶為核心”的管理理念和企業(yè)營(yíng)銷理念前提下實(shí)現(xiàn)的。eCRM系統(tǒng)的提出則是在保留CRM系統(tǒng)優(yōu)勢(shì)的前提下,依托移動(dòng)互聯(lián)網(wǎng)和電子商務(wù),達(dá)到更有效的滿足客戶個(gè)性化的需求。然而在eCRM系統(tǒng)的實(shí)施過(guò)程中,數(shù)據(jù)分析是最重要的一個(gè)環(huán)節(jié),通過(guò)有效的數(shù)據(jù)挖掘技術(shù),從海量的客戶信息和銷售數(shù)據(jù)中提取出有用的知識(shí),達(dá)到有效的鎖定客戶,提升用戶對(duì)企業(yè)的滿意度,最終增加企業(yè)在競(jìng)爭(zhēng)激勵(lì)市場(chǎng)中的核心競(jìng)爭(zhēng)力。本文主要針對(duì)020模式下eCRM的特點(diǎn)和問(wèn)題,構(gòu)建eCRM體系結(jié)構(gòu),利用數(shù)據(jù)倉(cāng)庫(kù)和數(shù)據(jù)挖掘兩種數(shù)據(jù)分析技術(shù)對(duì)020模式下電子化客戶關(guān)系進(jìn)行研究,并對(duì)ID3決策樹算法、K-平均聚類分析算法和Apriori算法進(jìn)行研究,實(shí)現(xiàn)eCRM系統(tǒng)中相關(guān)分析功能,從而幫助企業(yè)做出正確決策。本文利用Java技術(shù)對(duì)系統(tǒng)進(jìn)行了實(shí)現(xiàn),系統(tǒng)具有登陸界面、員工管理功能、客戶管理功能、銷售管理功能、數(shù)據(jù)分析功能。本文利用三種數(shù)據(jù)挖掘算法去實(shí)現(xiàn)eCRM系統(tǒng)中的相關(guān)分析功能,這些功能可以很好的為企業(yè)在競(jìng)爭(zhēng)激烈的020電子商務(wù)市場(chǎng)占得先機(jī)。通過(guò)挖掘客戶信息和銷售信息,分析出對(duì)企業(yè)有幫助的信息,從而指導(dǎo)企業(yè)做出正確的銷售策略。
[Abstract]:CRM system is a modern enterprise to use Internet technology and IT technology to achieve integrated marketing to customers, the system can be effectively acquired, To maintain and increase the customer is very helpful to the enterprise. Under the premise of "customer as the core" management concept and enterprise marketing idea, the. E CRM system is put forward on the premise of retaining the advantage of CRM system. Relying on the mobile Internet and electronic commerce, we can meet the individual needs of customers more effectively. However, in the implementation of eCRM system, data analysis is the most important link, through the effective data mining technology, Extract useful knowledge from massive customer information and sales data to effectively lock down customers and enhance customer satisfaction. Finally, the core competitiveness of enterprises in the competitive incentive market is increased. This paper mainly aims at the characteristics and problems of eCRM in 020 mode, and constructs the eCRM architecture. Using data warehouse and data mining two kinds of data analysis technology to study the electronic customer relationship in 020 mode, and to study the ID3 decision tree algorithm, K-average clustering analysis algorithm and Apriori algorithm, to realize the related analysis function in eCRM system. In order to help enterprises to make the correct decision. This paper uses Java technology to realize the system, the system has landing interface, employee management function, customer management function, sales management function, This paper uses three kinds of data mining algorithms to realize the related analysis function in eCRM system. These functions can be very good for the enterprise in the fierce competition in the 020 e-commerce market to take the lead. Through mining customer information and sales information, analysis of helpful information for the enterprise, so as to guide the enterprise to make the correct sales strategy.
【學(xué)位授予單位】：西安工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：TP311.13

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本文編號(hào)：1604811