以客户智能为引擎的分析型CRM体系结构  

An analytical CRM architecture based on customer intelligence engine

作　　者：夏秀峰[1] 李磊[1] 郝仲模[1] 

机构地区：[1]沈阳航空工业学院计算机学院,辽宁沈阳110136

出　　处：《沈阳航空工业学院学报》2009年第1期64-67,共4页Journal of Shenyang Institute of Aeronautical Engineering

摘　　要：电子商务营销企业为创造、保持和扩展客户关系,满足顾客的需求目标,必须有效地利用信息技术来改善企业的管理效率和管理模式,从而能快速做出决策,及时对市场及客户的需求做出反应。为此,提出了一种电子商务环境下,以点击流数据仓库为基础、以客户智能为引擎的分析型CRM体系结构,并对实施过程中的关键问题进行了详细讨论。该结构可以把用户在电子商务网站上的点击流和W eb日志文件作为数据源,可以快速、有效的分析用户行为,从而为企业创造更多的经济效益。E -business marketing enterprise should effectively use information technology to improve their management efficiency and management model to create, maintain and expand customer relationships, satisfy the needs of customers. Enterprise should make decision quickly to respond to market and customer timely. Therefore, an analytical CRM architecture under E - business based on customer intelligence engine and clickstream data warehouse is proposed, and some key issues in implementation are discussed. This architecture can take the clickstream data and Web log files of Website as the data source, then the user＇s behavior can be analyzed rapidly and effectively, and more economic benefits of the enterprise maybe obtained.

关 键 词：电子商务 客户智能 分析型CRM 点击流数据仓库 

分 类 号：TP311[自动化与计算机技术—计算机软件与理论]