【作者】 陈云樱；

【导师】 李岚； 吴积钦；

【作者基本信息】 西南交通大学 ， 电力系统及其自动化， 2004， 硕士

【摘要】 本论文从数据挖掘技术角度出发，就数据挖掘技术在移动通信客户关系管理(客户关系管理Customer Relation Management，简称CRM)中的应用进行了研究，并在此基础上完成了“客户流失预警”和“客户价值评估”两个具体应用项目的开发。 移动通信市场的竞争实质就是对客户的竞争。这也就提出了CRM实施的必要性和紧迫性，因为CRM的宗旨就是“以客户为中心”。CRM系统要对客户在与企业交互过程中生成的各种数据进行收集、分析，挖掘出隐含在数据中的有用信息，以便给用户提供更有针对性、更优质的服务。这其中必然要注重数据挖掘技术(数据挖掘Data Mining，简称DM)。因此，如何将数据挖掘技术应用于移动通信行业CRM，成为了运营商们最关注的问题之一。 本文首先介绍了DM的算法与技术，特别是本文项目所涉及的决策树算法和Kohonen算法，对分类技术和聚类技术进行了概括；然后介绍了移动通信行业CRM的定义与基本结构，并对与DM技术密切相关的数据仓库技术(数据仓库Data Warehouse，简称DW)作了介绍；接着在DM一般方法论——SEMMA和CRISP-DM的基础上，针对移动通信行业特点，研究了移动通信行业的DM方法论(数据挖掘项目的整体流程)；最后，本文采用了IBM公司的数据挖掘工具(Intelligent Miner，简称IM)和数据仓库工具(DB2)，针对四川移动通信有限责任公司“客户流失预警”和“客户价值评估”两个项目，以项目功能要求为目标，对建立模型的硬、软件环境方案和项目整体流程方面进行设计；在项目的实施过程中，以本文所研究的移动通信行业数据挖掘方法论为基础，对模型的定义、挖掘算法的选择、模型的建立和结果的展现与解释做了详细介绍。 由于目前国内移动通信行业的数据挖掘技术处于起步阶段，许多省市的CRM系统仅仅停留在多维分析、联机分析处理(联机分析处理Online AnalyticalProcessing，简称OLAP)等技术上。本项目的实施推动了数据挖掘技术在移动通信行业CRM的发展和应用，增强了移动运营商的竞争力。更多还原

【Abstract】 From the point of Data Mining technology, this paper describe the application and research of data mining technology in the industry of mobile telecommunication Customer Relation Management ("CRM" for short). And accomplish two projects: "Customer Churn" and "Customer Value Analyse".The competition of the telecom market is the competition of the customer. For the kernel ides of CRM method which centers on the customers, We should pay more attention on the necessity and emergency of CRM. CRM system collect, analyse, mining the useful information which is hidden in the data in the process of the activity between the enterprise and the customer. Data Mining ("DM" for short) is one of the important technologies of CRM. So how to use the DM technology in the industry of mobile telecommunication CRM is essential to the operators.This paper firstly introduce the arithmetic and technology of DM, especially the decision tree and Kohonen, sum up the classification and clustering technology; Secondly, it describe the definition and frame of CRM in the industry of mobile telecommunication and describe Data Warehouse ("DW" for short) as well; Thirdly, based on the SEMMA and CRISP-DM, this paper research the methodology of DM in the industry of mobile telecommunication. At last, aimming at the two Data Mining subjects of Sichuan Mobile Limit Company: "Customer Churn" and "Customer Value Analyse", we give the implementation in detail, including the model definition, the establishment of model and the explain of the result and soon using the mining tool-Intelligent Miner("IM" for short) and Data Warehousetool-DB2.For the reason of the initial stages of Data Mining of China Telecom industry, This project not only promote the development and applying of Data Mining in mobile communication industry, but also build the competition capability of the telecom operater.更多还原