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K-means clustering - based enterprise customer value analysis study

Author: SongLi
Tutor: XuLing
School: Jiangxi University of Technology
Course: Management Science and Engineering
Keywords: Customer Value Analysis Data Mining K-means clustering Analytic Hierarchy Process Evaluate CRM Implementation
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 296
Quote: 2
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Abstract


With the advent of the information age and economic globalization , the amount of information , such as the Japanese surge , more and more intense competition among enterprises . How a place in such a fierce market competition , and how to effectively retain customers , reduce customer turnover ? These are a number of enterprises are most concerned about . The competition between enterprises has gradually evolved into a competition to compete for customers . Today, the customer is God 's slogan everywhere . How to win more loyal customers to become a corporate dream goal . In this context , the study and discussion based on the K-means clustering enterprise customer value analysis \This thesis is in-depth research and analysis of customer value theory and previous evaluation of customer value , the exposition of the classification model , compare the pros and cons , pointed out . , Through the introduction of data mining technology on the basis of in -depth analysis of customer value classification based on K-means clustering analysis of customer value model and the analytic hierarchy process \value customers , personalized marketing to attract customers and to provide protection . Finally, how this customer value model as a guide in the enterprise , better implementation of CRM to help enterprises to improve the overall competitiveness of enterprises . In this thesis, the main research and discussion from the following aspects : (1) reviewed the theoretical concepts of customer value . CRM, data mining , customer value analysis theory in detail. ( 2 ) pointed out the need for customer value analysis , focusing on the traditional classification of customer value , and to point out its shortcomings , after the introduction of data mining clustering technique to establish the the Customer Value classification model based on the K-means clustering . ( 3 ) the establishment of customer value evaluation system using analytic hierarchy process to analyze the weight of each index , after the use of K-means clustering analysis differentiated customer value , customer classification . And illustrated , respectively, of all kinds of customer marketing strategy . ( 4 ) detailed the significance of this value model in the enterprise . Customers value the importance of enterprise , mainly related to enterprise CRM implementation and enhancement of the competitiveness of enterprises . And customer value enhancement strategy to give priority to elaborate .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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