數(shù)據(jù)挖掘在電信客戶關(guān)系管理中的應(yīng)用
發(fā)布時(shí)間：2018-08-24 09:45
【摘要】： 客戶關(guān)系管理是一套以改善企業(yè)和客戶之間關(guān)系為目的的工具和軟件,它將實(shí)現(xiàn)全面管理客戶信息,分析客戶行為,構(gòu)建高效靈活的客戶交流渠道,為客戶提供完善周到的售前、售中、售后服務(wù),提高客戶的滿意度和企業(yè)的贏利能力,使其在空前激烈的競(jìng)爭(zhēng)中更好的立足和發(fā)展。 客戶關(guān)系管理系統(tǒng)主要由客戶銷售管理、客戶市場(chǎng)管理、客戶支持與服務(wù)管理、數(shù)據(jù)庫及支撐平臺(tái)等部分組成,其中在客戶市場(chǎng)管理模塊中將依托大量客戶信息數(shù)據(jù)進(jìn)行數(shù)據(jù)挖掘分析,以指導(dǎo)企業(yè)開展?fàn)I銷工作。 本文首先介紹了數(shù)據(jù)挖掘的概念、功能、工具、流程、實(shí)現(xiàn)技術(shù)以及常用算法。再者闡述了客戶關(guān)系管理的內(nèi)涵、研究的內(nèi)容以及CRM系統(tǒng)在電信行業(yè)的應(yīng)用。 隨著中國(guó)電信對(duì)CDMA網(wǎng)絡(luò)的順利承接,為在短時(shí)間內(nèi)充分掌握C網(wǎng)用戶的消費(fèi)特征,本文采集了在網(wǎng)用戶三個(gè)月的消費(fèi)數(shù)據(jù),運(yùn)用K-Means聚類算法分析了C網(wǎng)用戶消費(fèi)行為以及新業(yè)務(wù)用戶的消費(fèi)特征。運(yùn)用Apriori關(guān)聯(lián)算法分析了各業(yè)務(wù)之間的關(guān)聯(lián)關(guān)系以及高價(jià)值客戶使用業(yè)務(wù)的關(guān)聯(lián)性。通過分析使我們明確了吳忠電信C網(wǎng)用戶的潛在消費(fèi)特征,將指導(dǎo)我們差異化的推廣“天翼”套餐。 另外,當(dāng)前吳忠電信公司客戶管理較為粗放,導(dǎo)致用戶欠費(fèi)居高不下,用戶流失嚴(yán)重,為實(shí)現(xiàn)精細(xì)化的客戶管理,差異化的做好客戶欠費(fèi)管理,本文利用客戶資料數(shù)據(jù)、消費(fèi)特征數(shù)據(jù)、欠費(fèi)繳納特征數(shù)據(jù)嚴(yán)格按數(shù)據(jù)挖掘的流程,經(jīng)過數(shù)據(jù)預(yù)處理、探索性分析、模型建立、模型發(fā)布實(shí)現(xiàn)了客戶信用等級(jí)評(píng)估,其中主要運(yùn)用了K-Means算法、CRT算法。通過對(duì)模型的推廣應(yīng)用,吳忠電信運(yùn)用信用等級(jí)加強(qiáng)客戶管理,節(jié)省了大量人力資源,欠費(fèi)回收得到大幅提升,客戶感知進(jìn)一步提高。
[Abstract]:Customer relationship management (CRM) is a set of tools and software aimed at improving the relationship between enterprises and customers. It will achieve comprehensive management of customer information, analysis of customer behavior, and construction of efficient and flexible channels of customer communication. To provide customers with perfect pre-sale, in-sale, after-sales service, to improve customer satisfaction and the profitability of enterprises, so that they can better stand and develop in the unprecedented fierce competition. Customer relationship management system is mainly composed of customer sales management, customer market management, customer support and service management, database and support platform, etc. In the customer market management module, it will rely on a large number of customer information data for data mining and analysis to guide enterprises to carry out marketing work. This paper first introduces the concept, function, tools, flow, implementation technology and common algorithms of data mining. Furthermore, the connotation of customer relationship management, the content of research and the application of CRM system in telecom industry are expounded. With the successful acceptance of CDMA network by China Telecom, in order to fully grasp the consumption characteristics of C network users in a short time, this paper collects three months' consumption data of users in the network. The K-Means clustering algorithm is used to analyze the consumer behavior of C-net users and the consumption characteristics of new business users. Apriori association algorithm is used to analyze the relationship between each business and the relationship between high value customers. Through the analysis, we make clear the potential consumption characteristics of Wu Zhong telecom C network users, which will guide us to promote the "Sky Wing" package. In addition, the current Wu Zhong telecom company customer management is relatively extensive, resulting in high user arrears, serious loss of users, in order to achieve refined customer management, differentiated management of customer arrears, this paper makes use of customer data, According to the data mining process, the consumer characteristic data and the overdue payment feature data are processed by data preprocessing, exploratory analysis, model establishment and model release to realize customer credit rating evaluation, in which the K-Means algorithm is mainly used. Through the popularization and application of the model, Wu Zhong Telecom uses credit grade to strengthen customer management, saves a lot of human resources, improves the recovery of arrears greatly, and further improves the customer perception.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F626;TP311.13
本文編號(hào)：2200438
[Abstract]:Customer relationship management (CRM) is a set of tools and software aimed at improving the relationship between enterprises and customers. It will achieve comprehensive management of customer information, analysis of customer behavior, and construction of efficient and flexible channels of customer communication. To provide customers with perfect pre-sale, in-sale, after-sales service, to improve customer satisfaction and the profitability of enterprises, so that they can better stand and develop in the unprecedented fierce competition. Customer relationship management system is mainly composed of customer sales management, customer market management, customer support and service management, database and support platform, etc. In the customer market management module, it will rely on a large number of customer information data for data mining and analysis to guide enterprises to carry out marketing work. This paper first introduces the concept, function, tools, flow, implementation technology and common algorithms of data mining. Furthermore, the connotation of customer relationship management, the content of research and the application of CRM system in telecom industry are expounded. With the successful acceptance of CDMA network by China Telecom, in order to fully grasp the consumption characteristics of C network users in a short time, this paper collects three months' consumption data of users in the network. The K-Means clustering algorithm is used to analyze the consumer behavior of C-net users and the consumption characteristics of new business users. Apriori association algorithm is used to analyze the relationship between each business and the relationship between high value customers. Through the analysis, we make clear the potential consumption characteristics of Wu Zhong telecom C network users, which will guide us to promote the "Sky Wing" package. In addition, the current Wu Zhong telecom company customer management is relatively extensive, resulting in high user arrears, serious loss of users, in order to achieve refined customer management, differentiated management of customer arrears, this paper makes use of customer data, According to the data mining process, the consumer characteristic data and the overdue payment feature data are processed by data preprocessing, exploratory analysis, model establishment and model release to realize customer credit rating evaluation, in which the K-Means algorithm is mainly used. Through the popularization and application of the model, Wu Zhong Telecom uses credit grade to strengthen customer management, saves a lot of human resources, improves the recovery of arrears greatly, and further improves the customer perception.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F626;TP311.13
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