基于聚类分析的招商项目客户关系管理研究

发布时间：2018-08-14 10:10

【摘要】：随着经济危机的进一步扩散，中央提出的“扩内需，保增长”成为宏观调控的主要目标，各地政府招商部门通过对招商项目历史数据的分析整理挖掘，发掘客户信息，提升招商质量，对于招商部门提高工作效率，对于实现“保增长”的宏观目标具有非常重要的现实意义。本文通过对招商部门保存的招商项目历史数据的分析整理，建立一个招商项目历史数据库；建立招商客户特征数据库；通过聚类分析的方法，分析历史数据中招商客户的特征，并进行统计归纳，这样利用数据分析得到的结果，可以对现有的招商工作提出一些有益的建议和意见，提升招商工作的效率。首先本文对招商部门的招商项目历史数据进行整理。本课题基于数据分析的需要，设计数据库表，对多年的历史数据进行整理，将繁杂数据整理成结构化数据，一方面建立了一个招商项目数据标准，便于后期的招商项目数据的进一步积累；另一方面为居于历史数据的各种分析工作提供了便利。其次，基于招商项目历史数据，从客户价值、客户美誉度、客户诉求三个方面，建立招商项目客户特征模型。客户价值是指客户在招商项目中为招商单位带来的收益，包括历史价值、当前价值和潜在价值三个方面；客户美誉度是客户的企业信誉的评价；客户诉求指在招商项目中提出来的诉求的评价。通过这个客户特征模型，来对于一个客户的价值进行衡量评价，为招商决策提供建议。最后，基于建立的客户特征模型，结合招商项目的历史数据，通过聚类分析的方法，从现有的历史数据中得到若干关于招商工作客户选择的指导性建议。本文使用SPSS作为数据分析工具，，构建一个聚类分析解决方案。本文通过对招商项目历史数据进行分析、整理，建立了一个招商项目客户特征模型，并提出一个以聚类分析为核心的招商项目客户关系分析解决方案。通过实验数据的验证，本文建立的客户特征模型可以很好地表征招商项目客户特征，提出的招商项目客户关系分析解决方案可能提供较为合理、有效的招商建议，在理论上能够为相关部门招商工作的效率、效果的提升提供有力的帮助。
[Abstract]:With the further spread of the economic crisis, the central government has put forward to "expand domestic demand and maintain growth" as the main goal of macro-control. Local government investment promotion departments through the analysis and mining of historical data of investment promotion projects, excavate customer information. It is of great practical significance to improve the quality of investment promotion, to improve the efficiency of investment promotion departments and to achieve the macro goal of "maintaining growth". Through the analysis and collation of the historical data of the investment promotion project kept by the investment promotion department, this paper establishes a history database of the investment invitation project; establishes the customer characteristic database of the investment invitation project; analyzes the characteristics of the clients in the historical data by cluster analysis. By using the results of data analysis, some useful suggestions and suggestions can be put forward to promote the efficiency of the work of attracting investment. First of all, this paper collates the historical data of the investment promotion project. Based on the need of data analysis, this paper designs a database table, arranges the historical data for many years and organizes the complicated data into structured data. On the one hand, it establishes a data standard for investment promotion projects. On the other hand, it provides convenience for the analysis of historical data. Secondly, based on the historical data of investment promotion project, the customer characteristic model is established from three aspects: customer value, customer reputation and customer demand. Customer value refers to the profit that the customer brings to the investment promotion unit in the investment promotion project, including three aspects: historical value, current value and potential value, the customer reputation is the evaluation of the customer's enterprise reputation. Customer appeal refers to the evaluation of the appeal made in the investment promotion project. Through this customer characteristic model, the value of a customer is measured and evaluated to provide suggestions for the investment decision. Finally, based on the established customer characteristic model, combined with the historical data of the investment promotion project, through the clustering analysis method, we get some guidance suggestions on the selection of the clients of the investment invitation work from the existing historical data. In this paper, SPSS is used as a data analysis tool to construct a cluster analysis solution. Based on the analysis of the historical data of the investment promotion project, this paper establishes a customer characteristic model of the investment promotion project, and puts forward a solution of customer relationship analysis based on clustering analysis. Through the verification of the experimental data, the customer characteristic model established in this paper can well represent the customer characteristics of the investment invitation project, and the proposed solution of customer relationship analysis of the investment invitation project may provide more reasonable and effective suggestions for investment promotion. In theory for the relevant departments to promote the efficiency and effectiveness of investment to provide effective help.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.13

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