基于数据挖掘的项目型企业CRM应用研究

摘要：客户资源是一种市场竞争至关重要的关键财富，要拥有市场就必须先拥有客户，随着大数据时代的到来与业务量的不断增加，项目驱动型企业面临着一种“数据爆炸但知识匮乏”的挑战，把数据挖掘应用于项目型企业客户关系管理系统中，使大数据回归其以价值取胜，而不以“大”取胜的本质上。

本文介绍了一种基于数据挖掘的项目型企业CRM应用方法，基于决策树的ID3算法提取关键属性值，随后利用粗糙集分析工具Rosetta拟合相应算法，实现对数据类别的判断，并面向客户价值识别、客户流失原因以及交叉销售等问题进行分析。

在项目型企业CRM还没有大规模应用的情况下，本文提供了一种简单、有效的方法供项目型企业使用，使其在未使用成套CRM系统或相应分析系统的情况下做到简易的客户关系管理。

关键词：CRM系统；粗糙集；决策树；项目驱动型企业

Research on CRM Application of project-driven enterprise Based on Data Mining

Abstract: Customer resources are a valuable resource that is crucial for market competition. Having customers means having a market. As business volumes increase and the era of big data approaches, project-oriented companies are faced with the challenge of “data explosion but lack of knowledge”. Data mining is applied to the project-based enterprise CRM system, so that big data can be returned to its value to win, rather than the "big" to win the essence.

This paper introduces a project-based enterprise CRM application method based on ID3 algorithm based on decision tree extracts key attribute values, then uses the rough set analysis tool “Rosetta” to fit the corresponding algorithm, realizes the judgment of data categories, and faces customer value. Analysis of issues such as identification, churn, and cross-selling.

In the case that project-based enterprise CRM has not yet been applied on a large scale, this paper provides a simple and effective method for project-based enterprises to use it without using a complete set of CRM systems or corresponding analysis systems to do simple customer relationship management.

KeyWords :CRM System; Rough Set; Decision Tree; Project-driven Enterprise

一、绪论 1

（一）引言 1

（二）研究背景 1

（三）研究范畴 2

（四）研究内容 2

（五）研究方法 3

二、文献综述 4

（一）数据挖掘应用研究 4

1、数据挖掘的定义 4

2、数据挖掘的功能 4

3、数据挖掘的应用 4

4、数据挖掘的发展趋势 5

（二）项目型企业CRM 5

1、项目型企业概况 5

2、项目型企业特性 5

3、数据挖掘与项目型企业CRM的结合 6

（三）研究评述 6

三、数据预处理 7

（一）数据的收集与汇总 7

1、数据来源 7

2、数据清洗 7 基于数据挖掘的项目型企业CRM应用研究:http://www.chuibin.com/guanli/lunwen_205446.html