移动数据集市及基于CRM系统的数据挖掘分析与设计

发布时间：2018-03-03 22:02

本文选题：数据仓库　切入点：数据挖掘　出处：《电子科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：我国自电信重组以来,逐步形成了多家运营商共同竞争的市场格局。技术的不断进步带来电信产业非常激烈的竞争,企业的发展必须以对客户的需求和消费行为的了解为主要考量,否则将会流失重大的商机,造成企业的损失。随着3G市场的深入以及4G商业化的开始,电信产业的竞争变得尤为激烈,并且竞争的方式已悄然发生改变。企业的发展型态已由过去以产品为中心的经营方式转变成为以客户为中心的消费型态。事实上,电信市场已趋近饱和,如何才能留住客户并不断挖掘新的客户,以增加企业效益,这是电信从业者应该思考的问题。本文基于数据仓库、数据挖掘技术及客户关系管理理论,建立了基于数据仓库的电信客户细分模型并对绵阳移动CRM系统的设计与实现进行了研究。主要的研究内容和贡献包括以下几个方面:首先,在分析我国电信市场的竞争情况后,对客户细分理论基础进行了详细的阐述。在此基础上,对电信客户细分理论的必要性、方法选择及现状等方面作了分析。第二,针对数据挖掘和数据仓库的相关理论进行了详细论述,包括数据挖掘的产生、发展、常用算法、工具等,并研究了数据仓库与数据挖掘的关系,进一步给出了数据挖掘及数据仓库在电信行业中的应用。第三,通过对数据仓库技术在电信行业中的应用研究,建立了基于数据仓库的客户细分理论模型并采用基于CRISP-DM方法的数据挖掘模型对模型进行了分析求解。第四,对客户关系管理系统的产生、发展及主要功能等进行了详细阐述,进一步研究了电信行业的客户关系管理相关问题,构建了客户关系管理系统的总体框架。第五,针对绵阳移动CRM系统中存在的问题,在绵阳移动现有系统的基础上,设计了适用于绵阳移动实际的CRM系统,并对系统的应用进行了实例分析,为绵阳移动的客户管理、市场开拓等提供一定的支撑。本文的核心在于利用数据挖掘中的相关理论和算法,设计相应的系统架构,在数据仓库中分析与建立客户细分模型,并对模型的建立、算法、实现以及结果都进行了细致的分析,进一步考虑绵阳移动的实际,设计相应的CRM系统,为运营商的决策提供参考。
[Abstract]:Since the reorganization of telecom industry, China has gradually formed a market pattern in which many operators compete together. The continuous progress of technology has brought about very fierce competition in the telecommunications industry. The development of enterprises must take the understanding of customers' needs and consumption behavior as the main consideration, otherwise, they will lose significant business opportunities and cause losses to enterprises. With the deepening of 3G market and the beginning of 4G commercialization, The competition in the telecommunications industry has become particularly fierce, and the way of competition has quietly changed. The development of enterprises has changed from a product-centric mode of operation to a customer-centric mode of consumption. In fact, The telecom market is approaching saturation, so how to keep customers and keep new customers in order to increase enterprise benefit is the problem that telecom practitioners should think about. This paper is based on data warehouse, data mining technology and customer relationship management theory. The model of telecom customer segmentation based on data warehouse is established, and the design and implementation of Mianyang Mobile CRM system are studied. The main research contents and contributions include the following aspects: firstly, after analyzing the competition of China's telecom market, On this basis, the necessity, method selection and current situation of telecom customer segmentation theory are analyzed. The related theories of data mining and data warehouse are discussed in detail, including the generation, development, common algorithms and tools of data mining. The relationship between data warehouse and data mining is also studied. Furthermore, the application of data mining and data warehouse in telecommunication industry is given. Thirdly, the application of data warehouse technology in telecommunication industry is studied. The customer segmentation theory model based on data warehouse is established, and the data mining model based on CRISP-DM method is used to analyze and solve the model. 4th, the generation, development and main functions of customer relationship management system are described in detail. This paper further studies the related problems of customer relationship management in telecommunication industry, and constructs the overall framework of customer relationship management system. 5th, aiming at the existing problems in Mianyang Mobile CRM system, based on the existing system of Mianyang Mobile, The CRM system suitable for Mianyang Mobile is designed, and the application of the system is analyzed, which is the customer management of Mianyang Mobile. The core of this paper is to design the corresponding system architecture, analyze and establish the customer segmentation model in the data warehouse, and build the model, algorithm, the core of this paper is to use the relevant theory and algorithm in data mining, to design the corresponding system structure, to analyze and establish the customer segmentation model in the data warehouse, and to establish the model, the algorithm, The implementation and the results are analyzed in detail. Considering the actual situation of Mianyang Mobile, the corresponding CRM system is designed to provide a reference for the decision of the operator.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP311.13

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