数据挖掘在客户关系管理中的应用研究

国内市场环境竞争日益加剧,更为强调以客户为中心的完善的客户关系管理,客户数据的爆炸性的增长需要数据挖掘技术的支持。本文介绍了客户关系管理及数据挖掘的内涵,分析了客户关系管理应用数据挖掘的必要性,并研究了数据挖掘在客户关系管理应用中的领域及应用的步骤。     

浅议分析型CRM中的数据挖掘应用

客户关系管理已经成为了当今管理的热点。本文结合客户生命周期模型和数据挖掘的常用方法,探讨了数据挖掘在分析型客户关系管理中的应用。     

客户关系管理中数据挖掘的应用

客户关系管理在企业管理决策中起到了关键作用,而数据挖掘技术为客户关系管理的实施提供了良好的技术支持。在对数据挖掘技术于客户关系管理中的价值和应用范畴进行分析,将数据挖掘应用于客户流失分析,进而从这些信息中挖掘出客户偏好的商品组合、消费习性或流失客户特征。     

基于数据挖掘的大型超市客户关系管理研究

本文通过对数据挖掘的定义以及对客户关系管理的概念、构成进行描述,结合大型超市自身的经营特点,分析了数据挖掘技术在大型超市客户关系管理中的应用。     

客户关系管理中客户细分的数据挖掘分析

本文主要研究客户关系管理中的客户细分的数据挖掘,对客户关系管理、客户细分以及数据挖掘的内涵与相关理论进行了认真学习,并对客户细分的数据挖掘方法进行了研究,为以客户关系为中心的企业管理模式提供了技术支持。     

基于数据挖掘的零售业客户关系管理

随着信息化的推进,企业数据急速膨胀。运用数据挖掘技术提取数据背后隐藏的信息,使之为企业决策服务。本文分析了零售企业经营观念的转变,阐述了客户关系管理的内涵及特征,介绍了数据挖掘的本质、算法,探讨了数据挖掘技术在零售业客户关系管理中的应用。     

客房关系管理中的数据挖掘

本文介绍了客户关系管理的基本内涵,并对数据挖掘的概念和技术方法做了简要说明,最后着重介绍了数据挖掘技术在客户关系管理中的应用.     

数据挖掘技术在客户关系管理中的应用研究

本文介绍了客户关系管理的概念,并对数据挖掘的概念和技术方法做了简要说明,最后着重介绍了数据挖掘技术在客户关系管理中的应用。     

客户关系管理中的数据挖掘

本文介绍了客户关系管理的基本内涵,并对数据挖掘的概念和技术方法做了简要说明,最后着重介绍了数据挖掘技术在客户关系管理中的应用。     

浅析数据挖掘在CRM中的应用

分析了数据挖掘的主要功能和客户关系管理的体系结构;指出目前数据挖掘技术在CRM中的主要应用;最后说明了数据挖掘在CRM中的具体实施步骤     

物流企业CRM与数据挖掘技术

客户关系管理（CRM）不仅是一种管理理念,也是一种旨在改善企业与客户之间关系的新型管理机制,还是一种管理软件和技术。推行客户关系管理是物流企业获得顾客、增强市场竞争力的重要途径。有效的客户关系管理离不开客户数据分析,而数据挖掘则是进行客户数据分析的基本技术和方法。数据挖掘技术为物流企业CRM的成功提供了有力的技术保障。     

基于数据挖掘技术的客户关系管理

通过利用数据挖掘技术建立成功的客户关系管理系统。分析基于数据挖掘技术的客户行为和重点客户的发现 ,基于数据挖掘技术的客户关系管理模式 ,建立客户关系管理系统将极大地提升企业的竞争优势 ,提高企业的竞争水平     

基于数据挖掘技术的企业客户关系管理(CRM)

由于竞争的全球化、需求的拉动和管理理念的更新,使客户关系管理(CRM)得到产生和发展。面对企业海量的数据,如何从其中发现有价值的知识和规律是企业急需解决的难题。数据挖掘技术为此提供了工具和途径。在了解CRM的概念和框架、数据挖掘的各种技术后,还必须了解数据挖掘在CRM中的应用流程和应用的业务领域。     

The CRM process in retail and service sector firms in Japan: Loyalty development and financial return

Research on customer relationship management (CRM) in general has focused on the effects of customer satisfaction with CRM, customer retention and profit management, and the effects of CRM technique on performance. Conceptually, however, a sequence of effects of CRM is expected, from CRM implementation to financial performance, but this sequence has not been explored. Whilst several definitions of CRM have been proposed, this article defines CRM as relationship-development programmes based on IT. CRM is regarded as the integration of relationship technology (i.e. data consolidating and data mining) with loyalty schemes. Survey research was conducted in Japan in the retail and service industries to test three hypotheses: (1) a firm's relationship orientation has a positive effect on CRM implementation (data warehousing, data mining, using customer data for decision making); (2) CRM implementation has a positive effect on return on equity; and (3) CRM implementation has an indirect effect on return on equity, mediated by customisation. Using a structural equation model the first hypothesis was supported, but the third hypothesis was only partially supported. In these analyses a direct effect of CRM implementation on return on equity (ROE) was supported; however, a negative impact of customisation on ROE was found.     

Customer relationship management in retailing: A content analysis of retail trade journals

The purpose of this research was to increase knowledge and understanding of how retailers use business intelligence and data mining tools to implement customer relationship management (CRM) in retailing. Specific objectives were to (1) identify organization and infrastructure requirements for CRM effectiveness, (2) identify CRM objectives and goals of retail companies, (3) identify data mining tools utilized by retailers to perform CRM functions, and (4) identify CRM strategies used by retail companies. A keyword search within business databases using CRM and CRM identified publications with CRM content. Content analysis was used on articles (N=149) drawn from Stores, Chain Store Age, Harvard Business Review, and Retail Forward over a 5 year period (2000–2005). Selected articles were stored as text files in QDA Miner, a computerized qualitative analysis tool. Key organization/infrastructure needs emerged focusing on data structure, organizational systems, technology structure, and data accessibility. Retailers goals/objectives and strategies focused on marketing, customer service, understanding customers through data analysis and increasing acquisition and retention through customer loyalty programs. Data mining tools identified supported marketing and customer analysis efforts. Findings provide insight into the challenges retailers face as they implement a more customer-centric business strategy.     

基于决策树的数据挖掘方法在CRM中的应用研究

基于ID3算法的CRM数据分类实例证明:决策树的核心问题是选择最佳的划分标准,采取数据挖掘中的决策树分类算法,将其应用于CRM系统中,以从中发现企业产品的销售规律和客户群特征,从而提高CRM对市场活动和销售活动的分析能力,以期为企业更科学、更有效地制定产品开发、生产、销售和服务策略提供有力的技术支持。     

How does CRM technology transform into organizational performance? A mediating role of marketing capability

Customer relationship management (CRM) technology has attracted significant attention from researchers and practitioners as a facilitator of organizational performance. Even though companies have made tremendous investments in CRM technology, empirical research offers inconsistent support that CRM technology enhances organizational performance. Given this equivocal effect and the increasing need for the generalization of CRM implementation research outside western context, the authors, using data from Korean companies, address the process concerning how CRM technology translates into business outcomes. The results highlight that marketing capability mediates the association between CRM technology use and performance. Moreover, a customer-centric organizational culture and management system facilitate CRM technology use. This study serves not only to clarify the mechanism between CRM technology use and organizational performance, but also to generalize the CRM results in the Korean context.     

Unpicking antecedents of CRM adoption: a two-stage model

Most CRM work focuses on consumer applications. This paper addresses the operational adoption issues facing the organisation deploying CRM practices. There are a plethora of challenges facing organisations when adopting CRM. Previous research is limited to either examining the CRM adoption process at an individual/employees level or an organisational level. Hence, in this paper the myriad of organisational, marketing and technical antecedents that seem to impinge upon employee perceptions and organisational implementation of CRM are structured in a two-stage model. Using a stratified sample of 10 organisations across 4 sectors, 7 hypotheses are tested on data collected from 301 practitioners. A two-stage model is analysed using structural equation modelling. Findings reveal that CRM implementation relates to employee perceptions of CRM. This paper deepens our understanding of organisational practices to adopt CRM, so as an organisation properly profits from the expected benefits of CRM.     

Using CRM to Model Firm Performance in a Business-to-Business Market

Customer relationship management (CRM) is the widely accepted approach for gathering, examining, understanding and translating information related to customers into managerial action. CRM is investigated in the context of new product performance (NPP). CRM enhances NPP as well as firm performance. This study investigates the impact of CRM on NPP through the moderation of top management support and an innovative culture, as well as the impact of CRM on firm performance through the mediation of NPP. A questionnaire survey is used for data collection from marketing managers of 159 firms in Pakistan in the B-to-B market. Hypotheses were tested using SEM in SMART PLS. This research shows that CRM directly affects firm performance, while NPP partially mediates the relationship of CRM and firm performance. These findings have significant implications for the practitioner. This study delivers insights to managers and academicians about the role of CRM in enhancing NPP and improving firm performance. In general, the study provides new insights into CRM by integrating top management support and an innovative culture. The research extends our understanding that top management support and innovative culture do not moderate the relationship of CRM with new product performance in a B-to-B context.     

Managing Customer Relations in a Modern Business Environment: Towards an Ecosystem-Based Sustainable CRM Model

The adoption of Customer Relationship Management (CRM) has witnessed tremendous growth across sectors, geographies, and management cultures in the last several decades. The perception of CRM as an IT-based tool has undergone a paradigm shift and is now treated as a strategic indulgence by modern-day businesses where IT is an indispensable enabler. CRM has garnered the interest of both academicians and practitioners over the years. In this article, the authors establish the value of sustainability in CRM and make an attempt at proposing a conceptual framework for modern businesses through its integration with various social networking sites that produces volumes of real-time data. The article also explores the importance of Customer Experience Management (CEM). The authors provide a thorough investigation of CRM models in the period of 1990 to 2016 through a survey of the literature explaining the need for managing experiences and engagement around existing CRM processes. In addition to exploring the intricate relationship between CRM and CEM, the authors also provide an interactive ecosystem-based framework for the creation of a sustainable CRM framework.