CRM中基于聚類的客戶細(xì)分、獲取及保持研究.pdf

1、南京航空航天大學(xué)碩士學(xué)位論文CRM中基于聚類的客戶細(xì)分、獲取及保持研究姓名：李德強(qiáng)申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：技術(shù)經(jīng)濟(jì)及管理指導(dǎo)教師：傅鉛生20070301CRM 中基于聚類的客戶細(xì)分、獲取及保持策略研究 iiABSTRACT Economic Globalization and electronic commerce have made the competition more intensely which the corporatio

2、ns are confronted with. The ability to manage the customers efficiently has become to be a determinant factor that affects corporations’ surviving and development. The research on customer segmentation, customer acquisit

3、ion and customer retention in corporations has significant value in theory and practice to recognize the nature of customer relationship management (CRM).It is also important to improve the marketing ability and the deci

4、sion ability based on the fact and gains a true competitive advantage: the ability to carry out the aim of customer acquisition, customer retention under restricted fund budget and increase the efficiency of assigning re

5、source. Under the background, by using marketing, data mining and decision theory and methodology, the mechanism of customer relationship management, decision models and strategies and the decision methods in corporation

6、s were investigated systematically as following. Firstly, based on the analysis customers’ database in detail, and combined with the advice from experts, the mining goal was setup: computing the customers' current va

7、lues and potential values, using cluster analysis to segment customers into clusters, which help to make and adjust marketing policy. Secondly, towards characters of data in customers’ information database and the object

8、 of this research, this paper use data mining technique to analysis customer information, based on the customer clusters the marketing optimal model of customer acquisition and customer retention are proposed. Finally, t

9、he research provides a detailed summary toward those researches work done, and give prospect to the next step. Keywords： CRM, cluster analysis, customer segmentation, customer acquisition, customer retention, marketing b