数据挖掘技术在客户关系管理中的应用研究  

Application of Data Mining Technology in Customer Relationship Management System

作　　者：刘仲魁[1] 郭民[1] 

机构地区：[1]北京工业大学电子信息与控制工程学院,北京100124

出　　处：《现代电子技术》2011年第19期150-153,157,共5页Modern Electronics Technique

摘　　要：在电子商务环境下,客户对企业起着至关重要的影响。新客户的获取无疑对企业的生存和发展起到很重要的作用。客户关系管理系统中,通过分析海量数据之间的联系,建立规范全面的信息模型。为了解决新客户的获取问题,采用数据挖掘技术对客户类别进行预测。通过对数据挖掘各种算法的比较,做了决策树算法编程实验,获得客户类别的预测结果。结果表明,数据挖掘技术能有效提高客户预测的准确率,提高了数据利用率。In E-commerce environment,customers play a crucial impact on the company.The acquisition of new customers plays an important role in the existence and development of enterprises.There is rich and complex customer data in customer relationship management system.By analyzing the links between the data,a more comprehensive information model is established.In order to solve the problem about how to get new customers,data mining technology is used to solve customer category forecast.Through the comparison of various algorithms in data mining,the decision tree algorithm programming experiment is made to get the prediction results of clients.The results indicate that the method can efficiently improve the accuracy and raise the data utilization.

关 键 词：客户关系管理 数据挖掘 决策树 客户获取 

分 类 号：TN915-34[电子电信—通信与信息系统]