面向E-CRM的数据挖掘技术应用  

Application of Data Mining Technology in E-CRM

作　　者：周宇[1] 张森[2] 蔡霞[1] 

机构地区：[1]浙江工业大学信息工程学院,浙江杭州310014 [2]浙江大学计算机系,浙江杭州310028

出　　处：《控制工程》2003年第3期212-215,共4页Control Engineering of China

摘　　要：简要介绍了CRM在当今商业运作模式中的重要性,并探讨了电子商务时代下CRM向E CRM发展的必然趋势及E CRM的特征。再着重研究了数据挖掘技术在E CRM各个阶段中的应用,其中包括通过构建预测模型来获取新客户、利用决策树技术来挽留老客户、利用聚类技术来进行客户的细分从而使商家不断提高令该客户群满意的能力、及利用预测模型进行交叉营销,向客户提供新的产品和服务等几方面的内容。最后展望了数据挖掘技术的发展趋势和在E CRM中的应用前景。A brief introduction of the importance of CRM in toda y's business operation mode is given, and the trends of the development of CRM to E-CRM in the e-commerce era and the characteristics of E-CRM are discussed .On the application of data mining technique in various p hases of E-CRM are stressed, including the attraction of new customers by structuring forecasting model, the retainment of old customers with decision tree technology, the classification o f customers with clustering technology so as to increase the enterprise's abilit y to satisfy its customers, the cross marketing with forecasting model, as well as providing new products and new services to customers. In the end, the developing trends of data mining technology and its prospe ctive application in E-CRM are unfolded. 

关 键 词：数据挖掘 E-CRM 商业运作模式 电子商务 决策树 

分 类 号：F713.36[经济管理—产业经济]