【摘要】：隨著經(jīng)濟危機的進一步擴散，中央提出的“擴內(nèi)需，保增長”成為宏觀調(diào)控的主要目標(biāo)，各地政府招商部門通過對招商項目歷史數(shù)據(jù)的分析整理挖掘，發(fā)掘客戶信息，提升招商質(zhì)量，對于招商部門提高工作效率，對于實現(xiàn)“保增長”的宏觀目標(biāo)具有非常重要的現(xiàn)實意義。 本文通過對招商部門保存的招商項目歷史數(shù)據(jù)的分析整理，建立一個招商項目歷史數(shù)據(jù)庫；建立招商客戶特征數(shù)據(jù)庫；通過聚類分析的方法，分析歷史數(shù)據(jù)中招商客戶的特征，并進行統(tǒng)計歸納，這樣利用數(shù)據(jù)分析得到的結(jié)果，可以對現(xiàn)有的招商工作提出一些有益的建議和意見，提升招商工作的效率。 首先本文對招商部門的招商項目歷史數(shù)據(jù)進行整理。本課題基于數(shù)據(jù)分析的需要，設(shè)計數(shù)據(jù)庫表，對多年的歷史數(shù)據(jù)進行整理，將繁雜數(shù)據(jù)整理成結(jié)構(gòu)化數(shù)據(jù)，一方面建立了一個招商項目數(shù)據(jù)標(biāo)準，便于后期的招商項目數(shù)據(jù)的進一步積累；另一方面為居于歷史數(shù)據(jù)的各種分析工作提供了便利。 其次，基于招商項目歷史數(shù)據(jù)，從客戶價值、客戶美譽度、客戶訴求三個方面，建立招商項目客戶特征模型�？蛻魞r值是指客戶在招商項目中為招商單位帶來的收益，包括歷史價值、當(dāng)前價值和潛在價值三個方面；客戶美譽度是客戶的企業(yè)信譽的評價；客戶訴求指在招商項目中提出來的訴求的評價。通過這個客戶特征模型，來對于一個客戶的價值進行衡量評價，為招商決策提供建議。 最后，基于建立的客戶特征模型，結(jié)合招商項目的歷史數(shù)據(jù)，通過聚類分析的方法，從現(xiàn)有的歷史數(shù)據(jù)中得到若干關(guān)于招商工作客戶選擇的指導(dǎo)性建議。本文使用SPSS作為數(shù)據(jù)分析工具，，構(gòu)建一個聚類分析解決方案。 本文通過對招商項目歷史數(shù)據(jù)進行分析、整理，建立了一個招商項目客戶特征模型，并提出一個以聚類分析為核心的招商項目客戶關(guān)系分析解決方案。通過實驗數(shù)據(jù)的驗證，本文建立的客戶特征模型可以很好地表征招商項目客戶特征，提出的招商項目客戶關(guān)系分析解決方案可能提供較為合理、有效的招商建議，在理論上能夠為相關(guān)部門招商工作的效率、效果的提升提供有力的幫助。
[Abstract]:With the further spread of the economic crisis, the central government has put forward to "expand domestic demand and maintain growth" as the main goal of macro-control. Local government investment promotion departments through the analysis and mining of historical data of investment promotion projects, excavate customer information. It is of great practical significance to improve the quality of investment promotion, to improve the efficiency of investment promotion departments and to achieve the macro goal of "maintaining growth". Through the analysis and collation of the historical data of the investment promotion project kept by the investment promotion department, this paper establishes a history database of the investment invitation project; establishes the customer characteristic database of the investment invitation project; analyzes the characteristics of the clients in the historical data by cluster analysis. By using the results of data analysis, some useful suggestions and suggestions can be put forward to promote the efficiency of the work of attracting investment. First of all, this paper collates the historical data of the investment promotion project. Based on the need of data analysis, this paper designs a database table, arranges the historical data for many years and organizes the complicated data into structured data. On the one hand, it establishes a data standard for investment promotion projects. On the other hand, it provides convenience for the analysis of historical data. Secondly, based on the historical data of investment promotion project, the customer characteristic model is established from three aspects: customer value, customer reputation and customer demand. Customer value refers to the profit that the customer brings to the investment promotion unit in the investment promotion project, including three aspects: historical value, current value and potential value, the customer reputation is the evaluation of the customer's enterprise reputation. Customer appeal refers to the evaluation of the appeal made in the investment promotion project. Through this customer characteristic model, the value of a customer is measured and evaluated to provide suggestions for the investment decision. Finally, based on the established customer characteristic model, combined with the historical data of the investment promotion project, through the clustering analysis method, we get some guidance suggestions on the selection of the clients of the investment invitation work from the existing historical data. In this paper, SPSS is used as a data analysis tool to construct a cluster analysis solution. Based on the analysis of the historical data of the investment promotion project, this paper establishes a customer characteristic model of the investment promotion project, and puts forward a solution of customer relationship analysis based on clustering analysis. Through the verification of the experimental data, the customer characteristic model established in this paper can well represent the customer characteristics of the investment invitation project, and the proposed solution of customer relationship analysis of the investment invitation project may provide more reasonable and effective suggestions for investment promotion. In theory for the relevant departments to promote the efficiency and effectiveness of investment to provide effective help.
【學(xué)位授予單位】：天津大學(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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