构建基于数据挖掘的客户关系管理系统
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摘要
客户关系管理系统是一种旨在改善企业与客户之间关系的新型管理机制，它可以通过提供优质服务吸引和保持更多的客户；并通过对业务流程的全面管理降低企业的成本。
数据是做好客户关系管理的基础，企业中拥有的关于客户的大量数据背后隐藏着许多重要的信息，但由于人们目前所使用工具的局限性而无法将其快速有效地挖掘出来。数据挖掘能够创建预测客户行为的模型，帮助用户从大量的数据中抽取有用的商业信息，从而很好地支持人们的决策。是数据库研究中的一个很有应用价值的新领域。
针对以上特点，本文着重研究了数据挖掘技术在客户关系管理中的应用：利用数据挖掘技术可以帮助管理客户生命周期的各个阶段，包括争取新的客户、在已有客户的身上赚更多的钱、和保持住重要的客户。
为了对本文提出的理论与方法进行验证，我们设计实现了一个基于大型超市CRM管理的原型验证系统。在系统的实现中始终贯穿了客户关系管理的思想，实现了客户对数据仓库的访问，运用数据挖掘技术实现了对现有数据的预测，解决了当前企业中普遍存在的问题，验证了优化策略的正确性，为数据挖掘技术在客户关系管理中的应用做出了有益的尝试，为提高客户关系管理的实时性和可用性提供了有效可行的技术途径。
Customer Relationship Management(CRM) is a kind of new management systems aiming at improving the relationship between corporations and their customers. It can keep touch with and attract more and more customers through efficient and kind services. Meanwhile, it can decrease the corporations' costs through complete management of the operation flow.
Data is the foundation for making out a good CRM. There is a great deal of important information concealed under the mass of data relevant to customers in corporation. But at the present time it can not be found out speedily and availably because of the disabality of method being used by people. Data Mining can set up the model which can forecast the trend of behavior of customers, help people to pick up the useful business information from mass of data and thereby nicely support people's decision. Data Mining is a new valuable field in database research.
Aiming at the characters above, we accentuate importing the technology of Data Mining to the application of CRM. This technology is helpful to all the stages in a customer's life, including getting new customers, making more profits from your present customers and keeping your contact with important customers.
In order to validate our theory and methods, we designed and implemented a demo. It comes from a CRM system for a big supermarket. It embodies CRM ideas, realizes the access to data warehouse and implements the data forecast owed to the technology of Data Mining. And it solves many ubiquitous problems in today's corporations, and validates the correctness of the optimization . It performs a helpful attempt to make Data Mining in CRM practical and shows a way to enhance the availability and real-time capability of CRM.
数据是做好客户关系管理的基础，企业中拥有的关于客户的大量数据背后隐藏着许多重要的信息，但由于人们目前所使用工具的局限性而无法将其快速有效地挖掘出来。数据挖掘能够创建预测客户行为的模型，帮助用户从大量的数据中抽取有用的商业信息，从而很好地支持人们的决策。是数据库研究中的一个很有应用价值的新领域。
针对以上特点，本文着重研究了数据挖掘技术在客户关系管理中的应用：利用数据挖掘技术可以帮助管理客户生命周期的各个阶段，包括争取新的客户、在已有客户的身上赚更多的钱、和保持住重要的客户。
为了对本文提出的理论与方法进行验证，我们设计实现了一个基于大型超市CRM管理的原型验证系统。在系统的实现中始终贯穿了客户关系管理的思想，实现了客户对数据仓库的访问，运用数据挖掘技术实现了对现有数据的预测，解决了当前企业中普遍存在的问题，验证了优化策略的正确性，为数据挖掘技术在客户关系管理中的应用做出了有益的尝试，为提高客户关系管理的实时性和可用性提供了有效可行的技术途径。
Customer Relationship Management(CRM) is a kind of new management systems aiming at improving the relationship between corporations and their customers. It can keep touch with and attract more and more customers through efficient and kind services. Meanwhile, it can decrease the corporations' costs through complete management of the operation flow.
Data is the foundation for making out a good CRM. There is a great deal of important information concealed under the mass of data relevant to customers in corporation. But at the present time it can not be found out speedily and availably because of the disabality of method being used by people. Data Mining can set up the model which can forecast the trend of behavior of customers, help people to pick up the useful business information from mass of data and thereby nicely support people's decision. Data Mining is a new valuable field in database research.
Aiming at the characters above, we accentuate importing the technology of Data Mining to the application of CRM. This technology is helpful to all the stages in a customer's life, including getting new customers, making more profits from your present customers and keeping your contact with important customers.
In order to validate our theory and methods, we designed and implemented a demo. It comes from a CRM system for a big supermarket. It embodies CRM ideas, realizes the access to data warehouse and implements the data forecast owed to the technology of Data Mining. And it solves many ubiquitous problems in today's corporations, and validates the correctness of the optimization . It performs a helpful attempt to make Data Mining in CRM practical and shows a way to enhance the availability and real-time capability of CRM.
引文
[1]. http://www.ctiforum.com/crm.html.
[2]. http://www.amteam.org.
[3]．Alex Berson,Stephen Smith,Kurt Thearling．构建面向CRM的数据挖掘应用．[M]．北京：人民邮电出版社，2001．
[4]．Oracle中国有限公司．CallCenter & CRM Proposal．doc．
[5]. Overview of Customer Relationship Management on Microsoft Business.http://www.microsoft.com/.
[6].Bill Schmarzo, David Harper. Making Every Customer Relationship Count.
[7]．李辉．数据挖掘在CRM中的作用．中国计算机报，2001．26
[8]．郑人杰，殷人昆．软件工程概论北京：清华大学出版社，1998
[9]．http://www.yesky.com
[10]．王广宇．客户关系管理：先进企业打造核心竞争力的利器．http://www.ctiforum．com/technology/CRM/2001/08/crm0810．html
[11]．王珊．数据仓库技术与联机分析处理 科学出版社，1998．6
[12]．北京华正公司 数据仓库决策支持系统技术简介．2000
[13]. Richard Skriletz. New Directions for Business Intelligence
[14]. Herb gdelstein. Building Profitable Customer Relationships With Data Mining
[15]. William Mcknight. The CRM-Ready Data Warehouse: Personalized Customer Lifetime Value. DM Rview, 2001.2
[16]．许向东，张全寿，数据仓库与数据发掘的应用．计算机系统应用．1998．4
[17]．练慧萍，杨明福．数据仓库技术及其在电子商务中的应用．微型电脑应用．1998．5
[18]．王珊．数据仓库、联机分析处理、数据挖掘——基于数据库技术的DSS解决方案．计算机世界．1997．1
[19]．Peter Cabena,Discovering Data Mining From Concept to Implementation．IBM，1997
[20]．罗晓沛．数据库技术．北京：清华大学出版社，1999
[21]．http://www.turbocrm.com/
[22]．郑利强等译．轻松掌握：SQL(第三版)．北京：电子工业出版社，2000．5
[23]．飞思科技产品研发中心．SQL Server 2000数据库和数据仓库．北京： 电子工业出版社，2001．6
[24]．Jiawei Han，Micheie Kamber．数据挖掘概念与技术．北京：机械工业出版社，2001．8
[25]．王可己．Visual Basic 6.0程序设计．北京：人民邮电出版社，2000．6
[26]．Mike Gunderloy.Visual Basic开发指南——ADO篇．北京：电子工业出版社2000．7
[27]．朱建秋．数据仓库与数据挖掘综述．2001，6
[28]．广州华尔太科技有限公司．SuperCRM2.01白皮书．
[29]．Steven Wen.CRM Market in China.2001.2
[30]．潘维民．CRM中的数据仓库．计算机世界网http://www.ccw.com.cn/htm/produ/psoft/corp/01_3_19_2．asp
[31]．Eric Sperley，企业数据仓库规划、建立与实现．北京：人民邮电出版社，2000．8
[32]．王力，邓颖．CRM分类分析与发展展望．2001．8
[2]. http://www.amteam.org.
[3]．Alex Berson,Stephen Smith,Kurt Thearling．构建面向CRM的数据挖掘应用．[M]．北京：人民邮电出版社，2001．
[4]．Oracle中国有限公司．CallCenter & CRM Proposal．doc．
[5]. Overview of Customer Relationship Management on Microsoft Business.http://www.microsoft.com/.
[6].Bill Schmarzo, David Harper. Making Every Customer Relationship Count.
[7]．李辉．数据挖掘在CRM中的作用．中国计算机报，2001．26
[8]．郑人杰，殷人昆．软件工程概论北京：清华大学出版社，1998
[9]．http://www.yesky.com
[10]．王广宇．客户关系管理：先进企业打造核心竞争力的利器．http://www.ctiforum．com/technology/CRM/2001/08/crm0810．html
[11]．王珊．数据仓库技术与联机分析处理 科学出版社，1998．6
[12]．北京华正公司 数据仓库决策支持系统技术简介．2000
[13]. Richard Skriletz. New Directions for Business Intelligence
[14]. Herb gdelstein. Building Profitable Customer Relationships With Data Mining
[15]. William Mcknight. The CRM-Ready Data Warehouse: Personalized Customer Lifetime Value. DM Rview, 2001.2
[16]．许向东，张全寿，数据仓库与数据发掘的应用．计算机系统应用．1998．4
[17]．练慧萍，杨明福．数据仓库技术及其在电子商务中的应用．微型电脑应用．1998．5
[18]．王珊．数据仓库、联机分析处理、数据挖掘——基于数据库技术的DSS解决方案．计算机世界．1997．1
[19]．Peter Cabena,Discovering Data Mining From Concept to Implementation．IBM，1997
[20]．罗晓沛．数据库技术．北京：清华大学出版社，1999
[21]．http://www.turbocrm.com/
[22]．郑利强等译．轻松掌握：SQL(第三版)．北京：电子工业出版社，2000．5
[23]．飞思科技产品研发中心．SQL Server 2000数据库和数据仓库．北京： 电子工业出版社，2001．6
[24]．Jiawei Han，Micheie Kamber．数据挖掘概念与技术．北京：机械工业出版社，2001．8
[25]．王可己．Visual Basic 6.0程序设计．北京：人民邮电出版社，2000．6
[26]．Mike Gunderloy.Visual Basic开发指南——ADO篇．北京：电子工业出版社2000．7
[27]．朱建秋．数据仓库与数据挖掘综述．2001，6
[28]．广州华尔太科技有限公司．SuperCRM2.01白皮书．
[29]．Steven Wen.CRM Market in China.2001.2
[30]．潘维民．CRM中的数据仓库．计算机世界网http://www.ccw.com.cn/htm/produ/psoft/corp/01_3_19_2．asp
[31]．Eric Sperley，企业数据仓库规划、建立与实现．北京：人民邮电出版社，2000．8
[32]．王力，邓颖．CRM分类分析与发展展望．2001．8