旅行社客户关系管理中的数据挖掘应用研究

发布时间：2018-04-23 16:36

本文选题：CRM + 数据挖掘　；参考：《江苏科技大学》2013年硕士论文

【摘要】：在变化快速、竞争激烈的市场环境下，客户关系管理（CRM）逐渐受到企业的重视，“以客户为中心”的管理理念不断深入到组织实践中。基于数据挖掘技术的客户关系管理，依托先进的信息处理技术，分析客户数据信息，预测其需求变化趋势，能够为企业做好客户关系管理工作提供量化的依据。旅行社作为典型的服务类企业，，为了能够在激烈的竞争中立足，必须以客户为导向，时刻关注客户——游客的需求动态，与游客保持良好的合作关系。实施基于数据挖掘的CRM是可供旅行社采用的整合资源优势、把握客户需求、树立企业品牌、提高自身竞争力的一项重要战略。论文的研究目的在于探讨旅行社这一特定企业类型在CRM和数据挖掘者两方面的应用和理论拓展。通过回顾CRM和数据挖掘的理论知识，论文分析了旅行社实施CRM和数据挖掘的现实需要，阐述了应用于CRM中的具体数据挖掘算法——基于遗传算法的K均值算法运算原理（GACE），测试该算法的聚类有效性。随后，论文介绍了案例公司（ZGGL）的概况，运用GACE算法对案例企业的游客数据进行聚类分析，结合聚类结果和旅行社实施CRM的优势与不足，向ZGGL提出客户关系管理方面建议。论文采用理论知识学习、算法研究和实证研究等方法，将改进的数据挖掘技术运用到旅行社的客户关系管理中，为旅行社在维护客户关系和制定客户管理策略方面提供有益参考。论文提出的数据分析方法和客户关系管理建议为研究对象（ZGGL公司）所重视，对该企业的实际客户工作有一定积极意义。
[Abstract]:Customer relationship management ( CRM ) is increasingly valued by enterprises in a rapidly changing and competitive market environment . The management idea based on data mining technology is continuously deepened into organizational practice . Based on the data mining technology , customer relationship management , based on advanced information processing technology , can provide quantitative basis for the customer relationship management . The research aim of this paper is to explore the application and theoretical expansion of the specific enterprise type of travel agency in CRM and data mining .

By reviewing the theoretical knowledge of CRM and data mining , this paper analyzes the practical need of implementing CRM and data mining in travel agency , and expounds the specific data mining algorithm applied to CRM . Based on the principle of genetic algorithm ( GACE ) , the clustering validity of the algorithm is tested . Then , the paper introduces the general situation of case company ( ZGGL ) , uses the GACE algorithm to cluster the tourist data of the case enterprise , combines the clustering results and the advantages and disadvantages of the travel agency to implement CRM , and puts forward the suggestion of customer relationship management to ZGGL .

The paper applies the improved data mining technology to the customer relationship management of the travel agency by using the theory knowledge learning , the algorithm research and the empirical research , and provides the beneficial reference for the travel agency in maintaining the customer relationship and developing the customer management strategy . The data analysis method and the customer relationship management suggestion are put forward by the research object ( ZGGL company ) , which has some positive significance for the actual customer work of the enterprise .

【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.13

【参考文献】