数据挖掘在客户全生命周期管理中的应用研究  

Research on Application of Data Mining in Customer Full Life Circle Management

作　　者：王纵虎[1,2] 刘速[2] 杨文军[2] 

机构地区：[1]中国人民大学 [2]中国石油规划总院

出　　处：《微型电脑应用》2016年第6期73-76,共4页Microcomputer Applications

摘　　要：随着企业客户信息和交易数据不断积累,如何从这海量的数据中发现隐藏背后的有价值的客户特征、消费行为特征、客户价值等知识,从而更好地识别、获取、发展、保持客户,改进对客户的服务水平,提高客户的价值、满意度和忠诚度,为客户提供更好的服务的同时为企业带来更多的利润是每个企业都迫切关注的问题。介绍了客户全生命周期各个阶段的特点,总结了常用的客户关系管理相关的典型分析场景,提出了数据挖掘如何切入客户全生命周期各个阶段,并对企业中进行数据挖掘需要注意的问题进行了思考。With the continuous increasing of customer information and transaction data,it becomes a pressing concern of each company that how to find the covered valuable information in the massive data,such as customer characteristics,consumption behavior characteristics and customer value,to indentify,obtain,develop and maintain customers,to promote service level,to improve customer value,satisfaction and loyalty,and to provide customers with better services.This paper introduces the Characteristics of different stages in the customer full life circle,and summarizes the correlative typical analysis scenes of the common customer relation management.After that,it points out how to make the data mining involve in the customer full life circle,and then thinks about the problems needed to be concerned in the data mining of the companies.

关 键 词：客户全生命周期 客户细分 客户价值 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]