本文選題：數(shù)據(jù)挖掘 + 客戶關(guān)系管理�。� 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：近幾年來，國內(nèi)通信行業(yè)的不斷發(fā)展，通信業(yè)務(wù)總量逐年上漲。據(jù)中華人民共和國工業(yè)和信息化部最新數(shù)據(jù)顯示，截至2011年11月底，中國電信業(yè)務(wù)主營業(yè)務(wù)收入累計(jì)完成9011.5億元，和2010年同期相比增長9.6%，其中移動通信業(yè)務(wù)收入累計(jì)完成6519.1億元，和2010年同期相比增長13.6%，占總電信業(yè)務(wù)收入的72.34%，移動通信業(yè)已成為電信業(yè)中發(fā)展最快、利潤最高的一個行業(yè)。移動通信業(yè)業(yè)務(wù)量的不斷激增，致使各移動運(yùn)營商所掌握的客戶信息量也在飛速增加。隨著2009年1月中國完成了多家電信運(yùn)營的重組，最終形成了中國電信、中國聯(lián)通、中國移動三家電信運(yùn)營商鼎立的局面，三家運(yùn)營商之間的相互競爭也日趨白日化。通信運(yùn)營商們面對海量的客戶數(shù)據(jù)及客戶信息，如何在這些數(shù)據(jù)中獲取對自身有用的信息，來為公司發(fā)展、保留客戶的決策提供有力的支持，已成為各移動運(yùn)營商目前關(guān)注的首要問題。 本文主要對數(shù)據(jù)挖掘理論和技術(shù)在中國聯(lián)通公司客戶關(guān)系管理（CRM）中的應(yīng)用進(jìn)行研究。文本首先介紹研究的背景、CRM系統(tǒng)的概念CRM與ERP的關(guān)系，其次綜合闡述了數(shù)據(jù)挖掘的相關(guān)理論知識、數(shù)據(jù)挖掘的過程、國內(nèi)外企業(yè)數(shù)據(jù)挖掘在CRM上運(yùn)用的典型案例及數(shù)據(jù)倉庫的概念，然后通過對通信行業(yè)客戶特點(diǎn)的分析，介紹了CRM系統(tǒng)在中國聯(lián)通公司的實(shí)施的必要性，并對聯(lián)通CRM系統(tǒng)結(jié)構(gòu)進(jìn)行了介紹，接著提出將數(shù)據(jù)挖掘技術(shù)運(yùn)用于中國聯(lián)通公司的客戶關(guān)系管理中去，，利用數(shù)據(jù)挖掘技術(shù)對公司客戶信息進(jìn)行客戶群體分類、客戶盈利分析、客戶獲取和客戶保存、客戶滿意度分析等。最后通過中國聯(lián)通公司對移動客戶細(xì)分模型、移動通信客戶滿意度模型和客戶離網(wǎng)預(yù)測模型的需求分析、模型設(shè)計(jì)及運(yùn)行結(jié)果分析，說明在EPR上客戶數(shù)據(jù)挖掘系統(tǒng)的成功構(gòu)建并順利運(yùn)行。 最后本文得出結(jié)論，通過對數(shù)據(jù)挖掘技術(shù)的運(yùn)營，中國聯(lián)通公司能從海量的客戶信息及客戶數(shù)據(jù)中提取出對公司決策有用的信息，來維持公司良好的客戶關(guān)系，開發(fā)公司潛在客戶，提高中國聯(lián)通公司在通信行業(yè)的競爭力。
[Abstract]:In recent years, with the continuous development of domestic communication industry, the total amount of communication services has increased year by year. According to the latest data from the Ministry of Industry and Information Technology of the people's Republic of China, by the end of November 2011, the total revenue of China Telecom's main business had been 901.15 billion yuan. Compared with the same period in 2010, the total revenue of mobile communication business has increased by 651.91 billion yuan, and compared with the same period of 2010, it has increased by 13.6 yuan, accounting for 72.34 percent of the total telecom business income. Mobile communication has become the fastest growing and most profitable industry in the telecommunications industry. With the rapid growth of mobile communication business, the amount of customer information held by mobile operators is increasing rapidly. With the reorganization of many telecom operators in China in January 2009, China Telecom, China Unicom and China Mobile have finally formed the situation of the three telecom operators, and the competition among the three telecom operators has become increasingly white day by day. Facing the huge amount of customer data and customer information, how to obtain useful information from these data to provide strong support for the company's development and customer decision-making. Has become the first issue that each mobile operator pays close attention to at present. In this paper, the application of data mining theory and technology in China Unicom customer relationship Management (CRM) is studied. Firstly, the paper introduces the relationship between CRM and ERP in the background of the research, and then expounds the related theoretical knowledge of data mining and the process of data mining. The typical cases of enterprise data mining and the concept of data warehouse used in CRM at home and abroad. Then the necessity of implementing CRM system in China Unicom is introduced by analyzing the characteristics of customers in communication industry. The CRM system structure of China Unicom is introduced, and then the application of data mining technology to customer relationship management of China Unicom Company is put forward, and the customer group classification and customer profit analysis are carried out by using data mining technology. Customer acquisition and customer preservation, customer satisfaction analysis, etc. Finally, through the China Unicom to the mobile customer subdivision model, the mobile communication customer satisfaction model and the customer off-net forecast model needs analysis, the model design and the operation result analysis. The successful construction and smooth operation of customer data mining system on EPR are illustrated. Finally, this paper draws a conclusion that, through the operation of data mining technology, China Unicom can extract the useful information from the massive customer information and customer data to maintain a good customer relationship. Develop potential customers to enhance China Unicom's competitiveness in the communications industry.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：TP311.13

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