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1、上海交通大学硕士学位论文数据挖掘在分析型CRM中应用的研究姓名：王士根申请学位级别：硕士专业：计算机应用技术指导教师：谢康林20070101上海交通大学硕士学位论文THESTUDYONAPPLICATIONOFDATAMININGINANALYTICALCRMABSTRACT‘Customer-centered’iscoreessenceofCRM，itisnotonlyakindofmarketingtheorythatalwaysfocusoncustomerdemands,butanintegratedsystemofvar
2、iousinformationtechnologiessuchasdatabase,datawarehouse,datamining.Thoughtheautomationofworkflowinallbusinessfunctionsandbusinessmoduleintegration,CRMisappliedinenterprise’sdailyoperationandbecomeadecisionsupportfunction.Thisrealizesadata-drivenprocesswhileenterprisem
3、akesdecisions.ThethesisbeginswiththeintroductionofthebackgroundknowledgeofdataminingandCRM,theanalysisofresearchstatus,thebasicapplicationscopeofdataminingtechnologyandtheiradvantagesanddisadvantages,thedescriptionofbasicCRMeconomytheoryandmanagementmethodology,theent
4、ireinfrastructureofCRMsystem,alsodetaileddescriptionoftheapplicationandrealizationprocessofdataminingbasedCRMsystem.InordertotestthedataminingbasedapplicationinanalyticalCRM,wedevelopedtheIR-CRMsystem.ThissystemcanmeetthedemandsofIRCompanydailymanagementononeside,curr
5、entlytheever-usedNavisionsystemisnotsuitableforIRCompany,weanalyzetheproblemofC/SbasedNavisionanddevelopB/SbasedIR-CRM.Thissystemcouldalsobetheplatformofapplicationofdataminingtechnologyonanotherside,basedonJ2EEsoftwarearchitecturesandthethinkingofmoduletechnology，wea
6、pplythedesignmodelofstandardworkflowanduniformmanagementtorealize‘CustomerCentered’marketingtheoryinthesalesandserviceprocessofmanufacturingenterprise.Thisthesisdescribesthefeaturesanddesignmethodologyofthesystem,includingthedesignsofallimportantfunctionmodulesandauth
7、oritycheck,上海交通大学硕士学位论文especiallythedesignandrealizationofthesalesprocedure.Thissystemresolvesthecorrectionandshareofcustomerinformationandopportunitystatus,thissystemhelpssalespeopleknowtheprocessofeachopportunityintimeandgetthefeedbackfromeachrelateddepartment.Witht
8、hehistoricdatathatsubmittedbysalesanddealers,IRCompanycoulduseOLAPanddataminingtoanalyzecustomerandmarketinformation,withthe
