【作者】 闫洁；

【导师】 熊件根；

【作者基本信息】 西南交通大学 ， 管理科学与工程， 2003， 硕士

【摘要】 在企业管理领域，客户关系管理(CRM，Customer Relationship Management)是一个探索性的新课题。CRM以信息化和知识化为手段，以客户需求为导向，它既是一种先进的管理理念和模式，又是一套先进的计算机管理系统。 电信业正面临经营环境和市场格局的一系列变化。在新形势下，电信运营商必须注重培育企业核心竞争力。以“客户为中心”的CRM管理非常适用于电信业，只有通过客户关系管理，了解顾客的需求，向其提供满意的产品和服务，企业才能生存和发展。应用CRM重构电信业的管理模式是电信企业信息化管理发展的必然趋势。 中国电信业目前已经或正在实施的各种客户服务系统为中国电信应用CRM系统打下了良好的基础。呼叫中心是当前电信企业主要的CRM应用。然而传统电信企业从产品导向向客户导向转变、实施CRM系统并非一件轻而易举的事情。营销、销售和服务职能不清、客户信息分散在各生产部门并且不完整以及电信CRM与原有BOSS在业务上的集成都是困扰电信业实施CRM的一些问题。 针对我国电信业CRM的实施现状及难点本文提出了电信业实施CRM的有关策略，从理论上设计出电信业的CRM应用规划一整套方案，包括电信业的CRM系统体系结构、系统的功能设计等。最后采用OLAP多维分析法和聚类分析法对电信业的客户话务行为分析进行了深入研究，并给出了用聚类分析进行数据挖掘的应用实例。更多还原

【Abstract】 CRM(Customer Relationship Management) is a new research-worthy topic in the field of enterprise management in China. By the method of information and knowledge, CRM’s direction is the requirement of customer. It is not only an advanced ideological system of management but also a set of computer software system.China telecom industry now are facing a series of changes caused from the business circumstances and the market composition. Under this new situation, they must pay attention to develop their core competence. CRM of customer as the center is suitable for China telecom industry. Only through CRM the companies know the customers’ needs and supply the satisfactory products/service. Thus, the companies can exist and develop well. So, using CRM to rebuild their managerial mode is a necessity trend for china telecom industry to develop their information management.The customer service systems already existed in telecom industry build a good basic for CRM and Call Center is the main application of it. But it is not an easy thing for China telecom industry to implement CRM through the conversion of management concept from " product-centric" to "customer-centric" Inexplicit marketing , sale and service, separate and scattered customer information and integration to BOSS are all problems puzzling these companies.Aiming at the actuality and the difficulties of CRM in telecom industry, the author elucidates the implementation strategy about CRM, theoretically puts forward series design of plans for CRM application of China telecom industry, including integration framework functional design etc. In the end, the author further researches the customer behavior using OLAP multi-dimension analysis and clustering analysis, then a certain application examples of data mining with clustering analysis method is given.更多还原