基于经营分析系统的客户关系管理应用

发布时间：2018-01-20 15:47

本文关键词： 客户关系管理经营分析系统数据业务收入风险客户满意　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,随着中国电信行业尤其是移动通信市场迅猛发展,一方面,中国移动通信公司积累了海量的客户信息,另一方面,行业对手对客户的争夺也日益白热化,如何对这些庞大、需求差异较大的客户进行精细化营销,保持客户的长期关系管理具有非常现实的意义。本文以中国移动公司河南分公司下属某分公司客户关系管理应用为例,研究了客户关系管理的理论,以及基于经营分析系统的客户关系管理的应用。采用理论和实践应用相结合的方式,进行定性和定量的论述分析。在对现代营销理论中的客户价值,客户关系管理的概念和本质,以及数据仓库、数据挖掘的产生发展等相关技术进行研究的基础上,结合中国移动通信河南公司经营分析系统建设的实践和应用,分析了企业对系统中的海量客户数据的处理方式,提出了一整套基于客户关系管理理论的解决方案。解决方案包括决策支持系统的建立和构架,依托经营分析系统的数据业务客户关系管理、收入风险监控、客户满意度管理等,对于中国移动以及其他电信运营商的经营分析系统的应用和研究提供了一定的借鉴作用。本文着重研究了中国移动在流量经营中进行的客户关系管理应用,是客户关系管理理论的典型实践。本文的研究对企业的经营决策支持有一定现实意义,尤其对电信运营商利用经营分析系统进行各种类型的客户关系管理有一定参考价值。
[Abstract]:In recent years, with the rapid development of China's telecommunications industry, especially the mobile communication market, on the one hand, the Chinese mobile communication companies have accumulated a large amount of customer information, on the other hand. The competition for customers by industry rivals is becoming increasingly fierce. It is of great practical significance to refine the marketing and maintain the long-term relationship management for these huge and different customers. This paper takes the application of customer relationship management in a branch of Henan Branch of China Mobile Company as an example to study the theory of customer relationship management. As well as the application of customer relationship management based on management analysis system. Using the combination of theory and practice, qualitative and quantitative analysis of customer value in modern marketing theory. Based on the research of the concept and essence of customer relationship management, data warehouse, data mining and other related technologies, this paper combines the practice and application of the management analysis system construction of Henan Company of China Mobile Communication. In this paper, we analyze the way enterprises deal with the massive customer data in the system, and put forward a set of solutions based on the theory of customer relationship management. The solution includes the establishment and framework of decision support system (DSS). Data business customer relationship management, revenue risk monitoring, customer satisfaction management based on business analysis system. It provides some reference for the application and research of China Mobile and other telecom operators' business analysis system. This paper focuses on the application of customer relationship management in traffic management of China Mobile. It is a typical practice of customer relationship management theory. The research in this paper has certain practical significance to the enterprise management decision support, especially to the telecommunication operator to use the management analysis system to carry on each kind of customer relationship management has the certain reference value.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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