基于电子商务活动的客户知识管理及客户价值挖掘研究

【作者】 张永明；

【导师】 王曰芬；

【作者基本信息】 南京理工大学 ， 工商管理， 2007， 硕士

【摘要】 企业要在电子商务环境下取得竞争优势，必须在客户方面投入大量精力，对客户的要求做出即时的反应，与客户建立良好的关系，否则在电子商务的激烈竞争中是不可能取胜的。客户知识管理(Customer Knowledge Management CKM)提供了一个收集、分析和获取客户知识的平台，也提供了一种全新的商业战略和方法。通过对客户知识的有效管理，才能做到充分地“理解”客户价值。客户价值被认为是企业竞争性优势和长期赢利的关键。因此，为了取得竞争优势，企业必须建立一套能动态反映客户价值变化的方法体系。随着市场的日益丰富，客户的信息和产品的信息越来越多，巨大的数据量使传统的方法已经难以胜任，而数据挖掘技术可以为企业提供一个深刻了解、全面管理客户价值的窗口。本文首先概述了电子商务与客户知识管理产生的背景，阐述了电子商务环境中企业客户知识管理的提出和发展的原因及其内涵，分析了电子商务环境下客户知识的特征，并以此对客户知识进行分类，探讨客户知识管理的作用原理、规律和形式，以及客户知识管理的内容。比较分析了客户知识管理、客户关系管理等相关概念之间的联系和区别；其次，在对现有的各种客户价值理论进行归纳总结并对其内涵进行阐述的基础上，分析了电子商务活动中客户价值形成的机理，建立了基于知识管理的电子商务活动中的客户价值管理架构；再次，以数据挖掘的方法为支撑，提出了基于数据挖掘技术的客户价值管理体系。在这个体系中，我们根据客户价值这一主题从CRM领域抽象出七个商业模块，从各个方位来确定客户的价值，为客户价值的创造和让渡打下基础。最后是数据挖掘技术运用于客户价值管理的案例，提供了南京南北通控制系统有限公司进行客户细分、保留高价值客户的例子。并以Dell为例，介绍客户知识管理的实现，并分析案例的经验和启示。更多还原

【Abstract】 To day, it will cost a company much more than ever before to develop a new customer or to keep a customer. If a company wants to get the competition predominance, it must invest great in getting customers and make an instant reaction to customer’s requirements and keep good relationship with them or they can not get victory in the intense competition. Customer knowledge management system provides a flat for a company to get and analyze customers’ knowledge with different means, and also present them a bran-new commerce stratagem and method. By managing Customer knowledge, a company can understand its customer value well and truly. Customer value is considered central to competitive advantage and long-term success of business organizations. Consequently, a great importance attached to this concept. To stay competitive, companies need to develop a viably analytic method to deal with a large sum of data associated with customer value. We propose data mining techniques. Data Mining can provide a window into customers’ behavior and customer value.The paper introduce electronic commerce firstly, and then the background of CKM and expatiate the reasons and intension of development of CKM in EC. In the following chapter, it analyze the characteristic of customer knowledge in EC, and classify the customer. The paper emphasize on analyzing the CKM’s content. It also be compared with the related concepts, such as CRM and CKM, and point out the relations and differences among them.The following chapter systematically describ the concept of customer value. And the next chapter tell us how to use data mining into customer value management, and offer a business configuration of customer value management based on data mining. The last chapter give one example of using data mining into customer value management in Nanjing Nanbei General Control System Co.,Ltd. And it present a case of Dell to introduce the implement of CKM and analyze the experience and revelation of CKM.更多还原