【作者】 马丰；

【导师】 张应利；

【作者基本信息】 广东工业大学 ， 管理科学与工程， 2004， 硕士

【摘要】 客户关系管理的产生是由激烈的市场竞争、信息技术的发展和管理思想的变革三方面因素共同促成的，其目的是为了提高顾客的价值和忠诚度，进而实现企业收入的增长与效率的提高。谁能把握住市场的脉搏，满足客户对产品的需求，谁就能赢得客户，赢得市场，才能生存和发展。 在中国加入WTO后，电信市场的基础服务及增值服务的开放已势在必行。面对来自国内外强大竞争对手的压力，积累多年的客户数据资源成为电信运营商最大的竞争优势。如何管理好企业与客户之间的关系，提升服务质量，保持有价值的客户，拓展新客源，这些都需要通过电信CRM来提供有效的决策支持。 电信企业CRM建设的目的是要以客户为中心，充分挖掘日益丰富的客户资料，为客户提供更具有针对性的个性化服务，全力支撑企业运营的产品和服务，树立良好的电信企业形象，提高客户的满意度和忠诚度，从而使电信企业获得稳步增长的收益。电信企业CRM的管理模型有业务型和分析型。 随着市场化程度的逐渐深入，电信企业迫切需要提高自己的数据分析能力。这种分析只有建立在企业内部各个环节上和外部市场等方面产生出来的数据基础上，才能够真实地反映企业的实际运行情况，并据此做出科学决策。通过对这些数据的整理和分析，提高数据质量及分析能力，可以提高企业的市场竞争力。 目前国内的电信企业已经具有较为成熟的各个部门的管理系统，这为数据仓库提供了数据电子化的客观条件；电信行业面临市场竞争的压力，为数据仓库的建立提供外在动力。基于数据仓库的电信业务应用主要包括：客户管理、客户发展分析、防欺诈分析、网络运营分析等几个方面。数据分析技术包括：联机分析处理(OLAP)、数据挖掘(DM)、联机分析挖掘(OLAM)等。 通用数据挖掘方法包含七个步骤，分别为：以准确的陈述定义业务需求；定义数据模型和数据需求；准备数据；评估数据质量；选择挖掘功能并确定挖掘方法；解释挖掘结果；应用结果。本文以两个主题来分析数据仓库在电信CRM中的应用，分别为：聚类分析对电信客户进行细分、应用数据挖掘预防电信欺诈，并提出了应采取的市场应对措施。更多还原

【Abstract】 Customer Relationship Management was produced by the drastic market competition, the development of information technology and the change of management ideology. It’s objective is in order to improve customer’s value and loyalty and to gain in the enterprise’s earning and boost efficiency. Who can grasp the market’s pulse and satisfy the customer’s need to products, the enterprise will win the customer and market, and it will survive and develop.After China’s Accession to WTO, the opening of telecom market’s foundation service and Value-added service will be imperative under the situation. In the face of the pressure of competitor that come from inside and outside, the customer data resource that get together for years become the biggest competition advantage of the telecom operators. So how to manage the relationship between enterprise and customer, advance the quality of service, keep the valuable customer, develop the new customer, all these need CRM to provide the effective decision support.The objective of telecom enterprise’s CRM construction is to exhume the abundant customer resource increasingly, provide customer more individuation service, sustain the enterprise’s product and service, build up the benign telecom enterprise figure, enhance the customer satisfaction and loyalty, and accordingly make the telecom enterprise obtain income steadily. The management model of telecom enterprise CRM has operator type and analysis type.With the development of market economy, enterprises need to heighten their data analyses ability. This kind of analyses can reflect enterprise’s practical course and make out scientific decision only which based on the data that come from enterprise inside and outside market. Through the trim and analysis of these data and the improvement of data quality and analysis ability, manager can enhance the enterprise’s market competition.Now the telecom enterprises in China already have possessed well-round management system in many sections, which provide the impersonal condition of electronic data for data warehouse. The pressure that telecom industry faced is the exterior impetus for the foundation of data warehouse.The operation application of telecom industry include mostly: customer management, customer development analysis, anti-fraud analysis, network management analysis etc. The data analysis technique includes: OLAP, Data Mining and OLAM etc.The generic data mining method include seven steps: defining the business issue by exact state; defining the data model and data needs; preparing the data ; evaluating the data quality; choosing the data mining technique; interpreting the mining results; bringing to bear the result. This paper narrate the data warehouse’s application in telecom CRM by two subject matters: using clustering analysis to fractionize the telecom customer and using data mining to guard against telecom fraud and put forward corresponding solutions.更多还原