数据挖掘技术在CRM中的应用

摘要/Abstract

摘要： 客户关系管理(CRM)是数据挖掘技术的重要应用领域,也正是因为具有数据挖掘技术的支持才使CRM具有越来越广泛的市场价值和研究价值。本篇论文综述了面向CRM的数据挖掘应用的总体研究情况。包括面向CRM数据挖掘的体系结构;从客户生命周期的角度和行业应用角度分析了CRM中数据挖掘的应用状况;最后结合当前数据挖掘技术的发展指出了CRM中数据挖掘应用的进一步发展趋势以及我国在该领域的研究方向。

关键词: 数据挖掘, 客户关系管理(CRM), 知识发现, 决策支持, 电子商务

Abstract: Customer relationship management(CRM)is an important application field of data mining.Due to the support of data mining technique,CRM has more and more extensive marketing value and research value.In this paper,a survey of data mining applications for CRM is provided to investigate the use of data mining.The system structure of data mining for CRM is described.From the angles of customer life cycle and industry applications data mining applications are analyzed.Finally,combined with the current development of data mining techniques,further research trends of data mining applications for CRM and research directions of data mining technology application in CRM in China are indicated.

Key words: data mining, customer relationship management(CRM), knowledge discovery, decision support, electronic commerce

中图分类号:

TP391

张喆, 常桂然, 黄小原. 数据挖掘技术在CRM中的应用[J]. 中国管理科学, 2003, (1): 53-59.

ZHANG Zhe, CHANG Gui-ran, HUANG Xiao-yuan. The Application of Data Mining Technology in CRM[J]. Chinese Journal of Management Science, 2003, (1): 53-59.

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