顾客细分研究

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A Dissertation Submitted to Guangdong University of Technology

for the Degree of Master of Management

Research on

Master Candidate:

Supervisor: Prof.

May 2007

School of Economics and Management

Guangdong University of Technology

Guangzhou, Guangdong, P.R.China, 510090

摘要

经济的全球化和互联网技术的飞速发展使得企业面临着越来越严峻的生存竞争

顾客成为企业生存和发展的生命线，人们的关注焦点也逐步由之前的以产品为中心

发展到如今以顾客关注为核心的 CRM客户关系管理时代。与此同时，信息技术的

不断发展使得实时、多用户、多数据库环境的联机事务处理系统（OLTP）得以产

生和发展，并逐步向着智能化的联机分析处理（OLAP）不断进步。联机分析处理

通过对系统积累的数据的分析和处理，基于分析结果来支持理性的管理决策，于是

数据挖掘和数据仓库就成了自然的需求。

数据的指数级增长和智能化分析技术的发展同时也为顾客关系管理带来了机遇

和挑战。业务系统的海量数据和企业自身资源的有限性使得企业不得不把精力和关

注放在最有价值的核心顾客上，正如 CRM理论经典的帕累托80/20法则原则指出，

企业80%利润通常只来自于 20%的客户。对顾客进行细分并发现黄金顾客，整合企

业有限资源对重点客户进行差异化服务，为企业在如今残酷的市场竞争中保持竞争

力有着极为重要的意义。数据仓库将异源数据以统一模式在同一站点组织并进行管

理，为企业提供了有效的数据组织和管理平台和强有力的分析工具，在改善改善客

户服务水平，提高客户的价值、满意度、忠诚度，最终达到企业竞争力提升中扮演

着越来越重要的作用。

本文旨在应用数据仓库的原理和数据挖掘方法进行顾客细分，然后基于不同顾

客群给以不同的分析和关注。文中首先基于顾客关系管理的背景研究对国内外关于

顾客细分理论研究进行综述，阐述了顾客的细分要素，并提出了本文的基本理论模

型；其次，借助Microsoft SQL Server Analysis Server（在后面的章节以MSAS代

替）强大的分析环境进行本文的核心平台――顾客信息数据仓库的构建；然后，以

数据挖掘流程标准 CRISP-DM进行数据分析工作实现顾客细分；最后，对细分顾客

群进行顾客特征、流失分析等应用研究，并给出了总结和展望。

关键词：顾客细分数据仓库数据挖掘 MSAS

广东工业大学管理学硕士学位论文

ABSTRACT

Technique Innovation not only is the huge motive of Economic Development, but also

is the assuran ce which carries out new ind ustrialization. Along with industrializ ation

t u r n s c o n t i n u o u s l y a n d d e e p l y , t h e c r e a t i v e f u n c t i o n o f T e c h n i q u e I n n o v a t i o n i s

increasingly outstanding. Particularly the 16 greatest reports of party put forward that

o u r c o u n t r y m u s t w a l k a n e w i n d u s t r i a l i z a t i o n r o a d . T h i s r o a d m a y c o n c l u d e f i v e

aspects: the content of science and technology may be high; the economic performance

may be good; the resources may consume lowly; the pollution of environment may be

l i t t l e ; a n d t h e h u m a n r e s o u r c e a d v a n t a g e m a y g e t w e l l . E a c h a s p e c t o f N e w

Industrialization is closely related with

目录
目录
摘要.......................................................................................................................I
ABSTRACT.........................................................................................................II
第一 章  绪 论.........................................................................................................1
1 研 究 背景..................................................................................................1
2 研 究 意义..................................................................................................3
3研 究 内 容和方法........................................................................................5
3.1研 究 内 容...........................................................................................5
3.2研 究 方 法和 思路................................................................................7
4文献综 述...................................................................................................7
4.1顾 客细 分的国内 外 研 究综述..............................................................7
4.2研 究 的 主要内容 及创新...................................................................12
第二章   CRM与 顾 客细分....................................................................................13
1 CRM简介................................................................................................13
1.1 CRM含义 的 理 解.............................................................................13
1.2 CRM系统........................................................................................14
1.3 CRM的发展趋势.............................................................................15
2顾 客 细 分.................................................................................................17
2.1顾 客细 分简介..................................................................................17
2.2顾 客 细 分的 必要 性...........................................................................17
第三章     顾 客 细 分模型.......................................................................................19
1本 文 顾 客 细 分模 型 的 提出 ........................................................................19
1.1 细 分 模 型 简述.................................................................................22
2数 据 仓 库简介..........................................................................................26
2.1数 据仓 库的特点 ..............................................................................26
2.2数 据 仓 库的 基 本 概念.......................................................................27
2.3数 据仓 库的数据 模 型 .......................................................................29
2.4数 据 仓 库的 体系 特点.......................................................................31
3数 据 仓 库 与 顾客 关 系 管理 ........................................................................34
III

  广东工业大学管理学硕士学位论文                  
3.1数 据 仓 库在 CRM中的应用 和 意 义....................................................34
3.2数 据仓 库与顾客 细 分 .......................................................................37
第四章   顾 客 信 息 数据仓库 的 设 计 ......................................................................38
1设 计 简 介.................................................................................................38
1.1顾 客 信 息数 据 仓 库的 数 据 模型 ........................................................39
2顾 客 信 息数据仓 库设计的基本 流 程 .........................................................40
3顾 客 信 息数据仓 库概念模型设 计 .............................................................40
4顾 客 信 息数据仓 库逻辑模型设 计 .............................................................43
4.1粒度层次分析..................................................................................43
4.2主 题 分 析 和 维度设计 .......................................................................45
5顾 客 信 息数据仓 库物理模型设 计 .............................................................50
5.1数 据的 存储结 构 ：多维数据 集........................................................50
5.2数 据 的 物理 存 放 位置 和 存 储分配.....................................................54
6顾 客 信 息数据装载设 计 ...........................................................................55
6.1数 据 装 载简介..................................................................................55
6.2装 载 工 具简介..................................................................................56
第五章   顾 客 细 分 的实现.....................................................................................57
1顾 客 细 分方法简介..................................................................................57
2顾 客 细 分与 聚 类 分析..............................................................................58
2.1 CRISP-DM简介 ...............................................................................58
2.2顾 客 购 买贡献聚 类 分 析 ...................................................................60
2.3顾 客 忠 诚度 聚 类 分 析 （多 因 子 ）.....................................................66
2.4顾 客 活 跃度聚 类 分析 2（ 多 因 子）...................................................70
3 顾 客 细分的实现.....................................................................................72
第六章   基 于 顾 客 细分的应 用 ..............................................................................76
1数 据 挖 掘简介.........................................................................................76
1.1 数 据 挖掘 过 程 描述..........................................................................76
1.2 数 据 挖掘的功能.............................................................................77
2基 于 顾 客价值的 应用...............................................................................79
2.1应 用 总 体模型..................................................................................79
IV

6.2.2黄金顾客特征分析 ...........................................................................81

6.2.2黄金顾客特征分析 ...........................................................................85

6.2.3个性化促销分析 ..............................................................................88

6.2.4顾客细分应用总结 ...........................................................................88

结论.....................................................................................................................90

参考文献.............................................................................................................91

攻读学位期间发表的学术论文............................................................................95

独创性声明 ..........................................................................................................96

致谢.....................................................................................................................97

广东工业大学管理学硕士学位论文

CONTEXT

摘要.......................................................................................................................I

ABSTRACT.........................................................................................................II

Chapter 1 Introduction.........................................................................................1

1.1 Research background.................................................................................1

1.2 The meaning of research............................................................................2

1.3 The summary of literature..........................................................................2

1.3.1 The summary of overseas literature....................................................2

1.3.2 The summary of domestic literature....................................................3

1.4 The research source and main contents.......................................................5

1.4.1 Source of the research........................................................................5

1.4.2 Contents of the research.....................................................................5

Chapter 2 Theory of New industrialization and Business Enterprise Technique

Innovation.............................................................................................................6

2.1 Outline theory of New Industrialization......................................................6

2.1.1 Content of New Industrialization........................................................6

2.1.2 Strategic system of New Industrialization...........................................7

2.2 Outline theory of Business Enterprise Technique Innovation .......................9

2.2.1 Concept of Technique Innovation.......................................................9

2.2.2 Basic modes of Business Enterprise Technique Innovation .................11

2.2.3 Patterns of Business Enterprise Technique Innovation

Strategy...................................................................................................13

Chapter 3 The coordinate development between New industrialization and

Business Enterprise Technique Innovation.........................................................15

3.1 The inevitability of coordinate development between New industrialization

and Business Enterprise Technique Innovation................................................15

3.1.1 Technique Innovation is the inevitable choice of New

Industrialization.......................................................................................15

3.1.2 Business Enterprise is the corpus of Technique Innovation................16

CONTEXT

3.2 The relation between Walk New industrialization Road and Business

Enterprise Technique Innovation....................................................................17

3.2.1 Business Enterprise Technique Innovation promise that we can carry out

New Industrialization...............................................................................17

3.2.2 New Industrialization push Business Enterprise Technique

Innovation...............................................................................................19

Chapter 4 Present situation analysis of Business Enterprise Technique Innovation

in Guangdong province.......................................................................................21

4.1 he characteristics and influence of Business Enterprise Technique Innovation

in Guangdong province..................................................................................21

4.1.1 Business Enterprise has become the corpus of Technique

Innovation...............................................................................................21

4.1.2 Present situation and influence analysis of Business Enterprise

Technique Innovation in Guangdong province...........................................23

4.2 The problem of Business Enterprise Technique Innovation in Guangdong

province........................................................................................................27

4.2.1 The devotion ability of Business Enterprise science and

technology...............................................................................................27

4.2.2 The production ability of Business Enterprise science and

technology...............................................................................................31

4.3 The influence of Business Enterprise Technique Innovation to Guangdong

industrial construction...................................................................................32

4.3.1 The influence of Business Enterprise Technique Innovation to

Guangdong GDP......................................................................................32

4.3.2 The influence of Business Enterprise Technique Innovation to

Guangdong industrial structure and employment structure ..........................32

4.3.3 The influence of Business Enterprise Technique Innovation to

Guangdong Industrial internal structure.....................................................33

Chapter 5 The best combine point of the coordinate development between

Guangdong walks New Industrialization Road and Technique Innovation .........35

VII

广东工业大学管理学硕士学位论文

5.1 The best combine point of the coordinate development between Guangdong

walks New Industrialization Road and Technique Innovation is the exaltation and

promotion of Business Enterprise Technique Innovation Ability ......................35

5.1.1 Business Enterprise Technique Innovation accelerates information-based

progress...................................................................................................35

5.1.2 Business Enterprise Technique Innovation promotes the exaltation of

economic performance..............................................................................37

5.1.3 Business Enterprise Technique Innovation pushes the implement of

development strategy................................................................................38

5.1.4 Business Enterprise Technique Innovation contributes to the developing

of human resource advantage....................................................................39

5.2 The key of Business Enterprise Technique Innovation is the growth and

exaltation of Business Enterprise independent innovation ability .....................41

5.3 Brand innovation ability is the outside performance of Business Enterprise

independent innovation ability.......................................................................43

Chapter 6 The strategic choice and suggestion of growing and raising Business

Enterprise Technique Innovation Ability in Guangdong.....................................46

6.1 The choice of Business Enterprise Technique Innovation modes and

strategies......................................................................................................46

6.1.1 The choice of Business Enterprise Technique Innovation

modes......................................................................................................46

6.1.2 The choice of Business Enterprise Technique Innovation

strategies.................................................................................................47

6.2 The choice of large Business Enterprise Technique Innovation Strategy in

Guangdong....................................................................................................48

6.2.1 Large Business Enterprise choose the technique innovation strategy

which regard independent innovation as principle, combine appropriate

mimicry innovation and assist to cooperate innovation...............................48

6.2.2 The concrete suggestion of growing and raising large Business

Enterprise Technique Innovation Ability in Guangdong..............................49

VIII

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摘要：

ADissertationSubmittedtoGuangdongUniversityofTechnologyfortheDegreeofMasterofManagementResearchonMasterCandidate:Supervisor:Prof.May2007SchoolofEconomicsandManagementGuangdongUniversityofTechnologyGuangzhou,Guangdong,P.R.China,510090摘要摘要经济的全球化和互联网技术的飞速发展使得企业面临着越来越严峻的生存竞争顾客成为企业生存和发展的生命线，人们的关注焦点也逐步由之前...

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