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Research on Application of CRM Based on Clustering Data Mining Technique

Author: WangHongYan
Tutor: ZhouNing
School: Wuhan University
Course: Management Science and Engineering
Keywords: Customer Relationship Management Data Mining Data warehouse Clustering Customer Segmentation
CLC: TP311.13
Type: Master's thesis
Year: 2005
Downloads: 637
Quote: 15
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Abstract


Currently, the increasingly fierce market competition, product homogenization growing trend, companies are transferred to the \In this environment, customer relationship management (Customer Relationship Management, referred to as CRM) has become an enterprise to victory in the fierce market competition. More and more companies have been, is being or is prepared to implement a CRM strategy, an increasing number of suppliers in the progress of computer technology on the basis of a variety of CRM solutions. Business leaders thought in progress, and constantly improve the software suppliers. However, the status quo of China's CRM development that the CRM thinking is still very weak in domestic basis, makes a lot of it is not a thorough understanding of management thinking in CRM CRM project had ended in failure. \Customer segmentation as the first step in CRM for customer analysis, the effect of the pros and cons of a direct impact on every step of the future enterprise. This article is in order as the starting point, this topic of study and thesis writing. Characteristics of customer segmentation, data warehousing, multidimensional data analysis technology based on the use of cluster analysis, data mining methods to achieve the optimization of customer segmentation. In order to achieve more accurate customer segmentation, we study the clustering algorithm based on the idea of ??combining the density of the mesh, the traditional CLIQUE algorithm improvements, added to refine the technology. This not only retains the original algorithm based on a grid of run speed and quickness to make up a kind of algorithm accuracy is not high by refining the technical weaknesses. To validate the algorithm, in order to explore how the existing data mining algorithms and tools applied to the actual enterprise customer relationship management, we have designed a simple prototype verification system based on an auto 4S sales enterprise. System design, we attach great importance to sum up the experiences and lessons of the past, the idea of ??the customer relationship management system throughout the entire implementation process, which is another feature of this article. From the structure of the paper, the paper is divided into six chapters. The first chapter is the introduction introduces the research background of the subject, the status quo as well as the structure of the paper, and ideas; second chapter introduces the basic concepts of customer relationship management (CRM), and analyze and summarize them for the status of implementation of the CRM ; Chapter III describes the technical basis of CRM system implementation - data mining and data warehouse technology; Chapter of the key technologies to achieve customer segmentation - cluster analysis are discussed, and on this basis, according to the density grid idea of ??combining the traditional CLIQUE algorithm improvements; Chapter combination of clustering algorithms and CRM thought, the idea of ??constructing the prototype verification system and experimental results are given; final chapter of this thesis are summarized.

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CLC: > Industrial Technology > Automation technology,computer technology > Computing technology,computer technology > Computer software > Program design,software engineering > Programming > Database theory and systems
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