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1、学校代码分 类 号10530C931学密号 200902080237级硕 士 学 位 论 文基于数据挖掘的汽车行业客户行为特征分析学 位 申 请 人申南南指学学研导院科究教名专方师称业向付畅俭 副教授商学院管理科学与工程管理信息系统二一二年六月一日Customer Behavior Character AnalysisBased on Data Mining in AutomobileBusinessCandidateShen NannanSupervisorA.PFu ChangjianCollegeProgramSpecializationDegreeUniversityDataBusin
2、ess SchoolManagement Science and EngineeringManagement Information SystemMasterXiangtan UniversityJune 1th, 2012湘潭大学学位论文原创性声明本人郑重声明：所呈交的论文是本人在导师的指导下独立进行研究所取得的研究成果。除了文中特别加以标注引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写的成果作品。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律后果由本人承担。作者签名：日期：年月日学位论文版权使用授权书本学位论文作者完全了解学校有关保留
3、、使用学位论文的规定，同意学校保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权湘潭大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。涉密论文按学校规定处理。作者签名：导师签名：日期：日期：年年月月日日摘要目前我国汽车市场竞争激烈，销售利润越来越低。为了使自己能够在同地域同类产品中或同类产品不同地域中占据一席之地，经销商必须把以产品为中心的营销模式为转变以客户为中心的营销模式。要想占据市场必须先赢得客户，因此，如何提高客户忠诚度及满意度，提升识别有价值客户的能力，把企业宝贵的资源投入到争取客户工作
4、上已成为汽车经销商面临的重要问题。随着数据挖掘技术和客户关系管理理论逐渐发展，使得采用分析性更强的客户关系管理系统成为可能。然而，目前我国汽车经销商运用的客户关系管理系统基本上还停留在客户基本信息管理的初级阶段，客户细分与客户价值管理这方面的应用还很少，因此目前汽车行业客户关系管理应用成功的案例很少。为此，本文根据汽车购买者的消费特征及汽车行业的客户服务特点，结合洛阳市 A 汽车 4S 店现有的客户关系管理系统，提出了改进汽车销售效果的更为理想的分析模型，包括基于决策树的提高客户忠诚度和满意度的分析和基于 Apriori 算法的潜在客户分析。这对于改善营销效果，提高客户关系管理水平具有一定的借
5、鉴意义。文章首先阐述了研究背景、研究现状、研究意义，接着对数据挖掘理论和客户关系理论在汽车行业的应用进行了详细阐述，再根据国内的汽车经销商尤其是洛阳市 A 汽车经销商的客户关系管理中存在的问题，然后在相关理论的基础上利用两个模型来提出改进销售效果的方法。关键词：数据挖掘；客户关系管理；汽车营销；决策树；Apriori 算法IAbstractAt present Chinese auto market competition is intense, the selling profits are gettingmore and more low. In order to enable itsel
6、f in occupies the important place in the regionsimilar products or the similar products in different region, the dealer musttransformation to the customer as the central marketing pattern. If you want to occupythe market you must win the customer first, therefore, how to enhance the customerloyalty
7、and the degree of satisfaction, the promotion recognition the value customerability, invests the enterprise precious resources to strive for in the customer work hasbecome the important question which the car dealer faces. with the data miningtechnology and the customer relations management theory s
8、 develop, causes to use thestronger customer relations management system become possibly. However, ourcountrys car dealer utilizations customer relations management system managementsystem basically also pauses at customer basic information management initial stage, thecustomer segmentation and the
9、customer value manages application to be few. Thereforethe present automobile profession customer relations management applies the successfulcase to be very few.Therefore, this article according to the automobile buyers expense characteristicand the automobile profession s customer service character
10、istic, unifies the Luoyang A4S Shop existing customer relations management system, proposed the improvementauto sale effects anatomic model, including enhances the customer loyalty and thedegree of satisfaction anatomic model and based on the Apriori algorithm latent customerdevelopment model. This
11、regarding the improvement marketing effect raises thecustomer relations management level.The article first elaborated the research background, the research present situation,the research significance, then have carried on the detailed elaboration to the data miningtheory and the customer relations t
12、heory in the automobile professions application, actsaccording to the question which exists in the domestic car dealer Luoyang A car dealerscustomer relations management, then in correlation theoriess foundation to propose usestwo models to improve sale effect method.Key Words: Data Mining; Customer Relationship Management; Car sale;Precision Tree; Apriori algorithmII目录摘 要. IAbstract .
