摘 要
電子商務(wù)作為一種基于Internet技術(shù)的市場(chǎng)交易方式，已經(jīng)逐步改變當(dāng)前社會(huì)中各行各業(yè)的傳統(tǒng)經(jīng)營(yíng)模式，徹底的改變了企業(yè)與客戶的關(guān)系。激烈的行業(yè)競(jìng)爭(zhēng)使得現(xiàn)代企業(yè)需要將其核心經(jīng)營(yíng)理念由“產(chǎn)品導(dǎo)向”向“客戶導(dǎo)向”轉(zhuǎn)移。 “客戶導(dǎo)向”的理念要求企業(yè)能夠及時(shí)把握住客戶的要求，并迅速做出反應(yīng)，它的核心是保持老客戶、吸引新客戶。客戶關(guān)系管理(Customer Relationship Management，CRM)解決了如何實(shí)現(xiàn)“客戶導(dǎo)向”的經(jīng)營(yíng)模式的問(wèn)題。
CRM的核心在于管理兩種不同方向的價(jià)值流的交互創(chuàng)造過(guò)程。這兩種價(jià)值流分別是指企業(yè)流向客戶和客戶流向企業(yè)，它們之間是相輔相成的，企業(yè)在生產(chǎn)銷售過(guò)程中為客戶創(chuàng)造優(yōu)厚的價(jià)值，而客戶可以通過(guò)購(gòu)買回報(bào)企業(yè)以利潤(rùn)和擴(kuò)大再生產(chǎn)的潛力。從客戶流向企業(yè)的價(jià)值創(chuàng)造角度來(lái)看，客戶關(guān)系管理的最終目的是客戶價(jià)值的最大化。如何實(shí)現(xiàn)客戶價(jià)值的最大化，就要求對(duì)客戶進(jìn)行評(píng)價(jià)分析，找出最有價(jià)值的客戶，開(kāi)展特別的促銷活動(dòng)，提供更個(gè)性化的服務(wù)，設(shè)法保持這類客戶，使企業(yè)用最小的投入獲得最大的回報(bào)。
傳統(tǒng)信息系統(tǒng)所載的大量客戶特征及行為信息僅限于表象的記錄，缺乏深層次的分析，因此需要采用新的技術(shù)和方法如分類分析等數(shù)據(jù)挖掘方法對(duì)一系列客戶數(shù)據(jù)進(jìn)行數(shù)據(jù)挖掘，進(jìn)而發(fā)現(xiàn)表象數(shù)據(jù)下所蘊(yùn)含的規(guī)則和指示，識(shí)別高價(jià)值客戶和無(wú)價(jià)值客戶，對(duì)其分別實(shí)行不同的個(gè)性化服務(wù)，實(shí)行個(gè)性化管理，從而實(shí)現(xiàn)投入少、回報(bào)大的目的。
該論文以數(shù)據(jù)挖掘技術(shù)為基礎(chǔ)，運(yùn)用粗糙集-神經(jīng)網(wǎng)絡(luò)的聯(lián)合技術(shù)的數(shù)據(jù)挖掘方法對(duì)客戶價(jià)值進(jìn)行分析、識(shí)別，并通過(guò)一系列可行的指標(biāo)評(píng)價(jià)體系，建立相應(yīng)的數(shù)據(jù)模型來(lái)評(píng)估客戶價(jià)值，從而實(shí)現(xiàn)對(duì)客戶類型的分類。該方法能夠有效的評(píng)價(jià)客戶價(jià)值、識(shí)別客戶、細(xì)分客戶市場(chǎng)、提高客戶滿意度及忠誠(chéng)度、保留客戶等，為企業(yè)客戶管理工作的提高有著一定程度的智能決策支持。

關(guān)鍵詞 粗糙集；神經(jīng)網(wǎng)絡(luò)；客戶價(jià)值；客戶關(guān)系管理







Abstract
Electronic commerce, based on the internet technology, is changing the traditional business mode in every field of the social economy and in particular, has changed the relationship between enterprises and customers completely. In the fierce industry competition, it requires the core business idea of the enterprises to change from centering on product to centering on customers. That means he, who grasps the needs of customers, makes reactions in the fastest speed, will attract new customers and maintain old ones and obtain the ultimate victory. Customer Relationship Management (CRM) provides a scheme for realizing the business mode of centering on customers.
The core of CRM lies in managing the interactive creation process of the two value streams with two different directions, with one kind of value flowing from enterprises to customers and the other flowing from customers to enterprises. In fact the two value streams complement each other, with enterprises creating rich value for customers and customers rendering profit and developing potentials to enterprises. Viewing from the value of customers brought directly to enterprises, the ultimate purpose of CRM is to maximize customer value. But how to realize the customer value maximization? It requires to valuate and analyze customers, to find out the most valuable customer, to carry out the special promoting activities, to provide more personal service, to try to keep this kind of customers, thus enterprises gaining the maximal returns with the minimal investment.
Presently, the traditional information system has produced plenty of characteristic and behavioral information of customers. But these information is confined to the exterior recording only, and is short of deep-seated analysis. Using the method of classification analysis to make data excavation thus discovering the laws and knowledge that the exterior data contains inside, can we distinguish customers with rich values from the valueless ones, provide personalized services, put in effect the differentiation management, thus making the maximal value with the minimal resources.
The essay, on the basis of Rough Set-Neural Network data-mining technology, make analysis and valuation on customer value. By a series of feasible index system, it establishes a decision-making tree model to measure customer value and subdivide customers; by data-mining, it effectively distinguishes customers, carries out customer market subdivision, improves sales effect, maintains customers, upgrades satisfaction and loyalty degree of customers and so on, thus providing intelligent decision-making support for business administration.

Keywords Rough Sets; Neural Network; Customer Value; CRM























目 錄
摘 要 I
Abstract II
第1章 緒論 1
1.1 引言 1
1.1.1 問(wèn)題的提出 1
1.1.2 客戶價(jià)值理論在營(yíng)銷中的地位 1
1.1.3 客戶價(jià)值分析的意義及目的 3
1.2 國(guó)內(nèi)外研究現(xiàn)狀及發(fā)展趨勢(shì) 4
1.2.1 客戶價(jià)值研究現(xiàn)狀 4
1.2.2 基于粗糙集的客戶價(jià)值研究現(xiàn)狀 5
1.2.3 基于神經(jīng)網(wǎng)絡(luò)的客戶價(jià)值研究現(xiàn)狀 6
1.3 本文的主要內(nèi)容 6
1.4 本文的研究方法 7
1.5 本文的結(jié)構(gòu) 8
1.6 文章的創(chuàng)新點(diǎn) 9
第2章 相關(guān)理論的介紹 10
2.1 客戶價(jià)值研究綜述 10
2.1.1 客戶的含義 10
2.1.2 客戶生命周期 11
2.2 客戶價(jià)值 13
2.2.1 客戶角度的價(jià)值 13
2.2.2 ..