计算机应用论文面向汽车营销的客户管理模型与算法的设计与实现.docVIP

面向汽车营销的客户管理模型与算法的设计与实现 面向汽车营销的客户管理模型与算法的设计与实现 Design and Implementation of Customer Management Model and Algorithm in Automobile Marketing-Oriented 【摘要】 中国在加入WTO之后,其汽车市场成为各大汽车公司争夺的焦点,越来越多的国外汽车制造企业(如大众、通用、福特、丰田、现代等)进入中国,再加上本土的一些民营汽车企业以及国有的汽车企业,中国的汽车市场呈现了百花争鸣的现象。08年共有50多个新车型上市,今年又将有60多个车型推出,中国汽车销售竞争越演越烈,而且影响汽车销售的因素众多,特别客户作为企业的重要资源,他们需求往往都不一样,受地区、文化等影响较大。因此如何在最短的时间内挖掘出潜在客户,明确客户的价值和满意度,采取有效的措施防范客户流失,从而准确分析客户的需求,降低营销成本,预测市场走向,将成为汽车制造企业生存发展的关键因素之一。本文作为面向汽车营销的智能决策支持系统(国家863计划)的重要组成部分,是在客户关系管理(CRM)相关理论的指导下,运用商务智能(BI)、数据挖掘(DM)等相关技术,对汽车营销部门的客户基础信息、车辆信息、购买信息、服务信息等进行了分析。具体包括:使用数据挖掘经典聚类算法K-means,根据客户的价值对客户进行细分,分析同一类别中的客户具有的相似属性;使用数据挖掘经典关联规则算法Apriori对潜在客户进行识别,找出购买某一车型的客户具有的共性;使用数据挖掘经典分类方法ID3决策树分析客户的流失问题,找出导致客户流失的具体原因,指定相应的客户保持策略;最后使用模糊综合评判方法对客户的满意度进行综合分析,找出薄弱环节,最终将满意度上升为忠诚度。最后,对以上工作进行了总结,并指出下一步的研究方向。 【Abstract】 China’’s automobile industry after the initial stage of development, is now entered a fast period, production and sales in recent years have maintained a high economic growth. China’’s vehicle production is the fourth world ranking currently, and is almost the same with Germany who ranked third. The result of rising vehicle production is the inevitable competition, in 2008 the profits of major domestic automakers decreased substantially, auto dealers were got into a vicious inevitable price competition, and now production’’s “blowout” and price’’s “avalanche “comment on the mass media are a common vocabulary. In this context, the major automobile manufacturers have increased the investment in informationization, such as Supply Chain Management (SCM) systems, Enterprise Resource Planning (ERP) systems, Customer Relationship Management (CRM) systems and so on.Automotive manufacturing and marketing business after many years of informatization construction, information systems have had mass production and operation data, but all of them have not been fully utilized yet, so the next focus of informationization construction in automotive industry is to carry out