基于统计方法的交易平台型电子商务网站CRM应用研究

发布时间：2018-10-14 19:05

【摘要】：本文主要运用统计方法和数据挖掘技术来研究交易平台型电子商务网站(BtoB和CtoC型网站)的CRM应用。全文共分五个部分：引言部分叙述了本文的选题背景、研究意义、研究内容以及研究中所遇到的难点和创新之处；第一章介绍了CRM的概念、产生背景以及在各行业的研究现状，还介绍了电子商务在中国和世界上的发展现状，并列举了所使用到的统计方法和数据挖掘的技术；第二章为客户关怀分析，，主要包括：利用判别分析法进行BtoB网站目标客户的分类分析，通过发放调查问卷，应用四分图模型分析BtoB网站的客户满意度；第三章为客户体验分析，包括CtoC网站的广告投放效果的定量分析和应用OLAP分析BtoB网站Web日志来观测客户的访问偏好；第四章预测了CRM的发展走势，以及结构挖掘和应用挖掘在电子商务企业的应用前景，最后提出关于交易平台型电子商务网站应用CRM的深层次想法。本文在研究方法上采取了统计学方法与Web数据库、Web数据挖掘相结合，实证研究应用于交易平台型电子商务网站的分析型CRM；笔者针对交易平台型电子商务网站的非结构化数据问题，尝试建立客户的基本分模型和活跃度模型，将目标客户的非结构化数据转化为结构化数据，并分别做三次判别分析，以分析在不同条件下，目标客户是否被归入同一类别；为了测评BtoB网站的客户满意度，设计了一套比较完善而详细的客户满意度调研的指标体系，为同类型的电子商务企业提供参考和借鉴。
[Abstract]:This paper mainly uses statistical method and data mining technology to study the CRM application of electronic commerce website (BtoB and CtoC website). The full text is divided into five parts: the introduction describes the background of the topic, research significance, research content and difficulties encountered in the research and innovation; The first chapter introduces the concept of CRM, background and research status in various industries, and also introduces the development of e-commerce in China and the world, and enumerates the statistical methods and data mining techniques used; The second chapter is the customer care analysis, including: using discriminant analysis to analyze the classification of target customers of BtoB website, through issuing questionnaires, using the quadrilateral graph model to analyze the customer satisfaction of BtoB website; the third chapter is customer experience analysis. It includes the quantitative analysis of the advertising effect of CtoC website and the application of OLAP analysis to the BtoB website Web log to observe the customer's visit preference. Chapter four predicts the development trend of CRM and the application prospect of structure mining and application mining in e-commerce enterprises. At last, the paper puts forward the deep-level idea about the application of CRM on the e-commerce website of trading platform. In this paper, the statistical method is adopted to combine with Web database and Web data mining, and the empirical research is applied to the analytical CRM; of electronic commerce website based on transaction platform. Aiming at the problem of unstructured data of electronic commerce website based on transaction platform, the author tries to establish the basic sub-model and activity model of customer, and convert the unstructured data of target customer into structured data, and do three discriminant analysis respectively. In order to analyze whether the target customer is classified into the same category under different conditions, in order to evaluate the customer satisfaction of BtoB website, a set of perfect and detailed index system of customer satisfaction investigation is designed. For the same type of e-commerce enterprises to provide reference and reference.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.36;F224

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