汽车营销决策支持系统客户管理模块的设计与实现 软件工程毕业论文.doc

汽车营销决策支持系统客户管理模块的设计摘 要 , 信息系统已有海量的生产经营数据, 但尚未进行充分利用，所以汽车业信息化建设的下一个重点, 是进行决策支持功能的建设, 这需要IT系统提供更多的辅助决策支持功能, 逐步从综合业务处理阶段走向商务智能阶段, 为汽车制造企业由生产经营型向经营决策型转变提供技术支撑。 与此同时，一个企业如果要生存和发展，就必需了解市场，了解客户，树立“以市场为导向，以客户为中心”的经营理念，汽车销售企业作为服务业尤其应该如此。客户关系管理（CRM），就是企业为了保持竞争力而采用的，以客户为驱动、以客户为中心的决策技术。要做到这些，就要对客户与企业交互过程中的各种客户数据收集、整理和分析，然后根据收集到的数据，挖掘出隐含在这些数据中的有用信息和知识。目前，将数据挖掘技术引入客户关系管理是企业提高决策效率的关键，它能从企业大量数据中抽取有用的信息，预测客户的行为趋势，更好地支持企业决策。本文利用数据挖掘一些经典算法实现了客户细分，潜在客户识别，客户流失与保持，客户满意度分析功能。 关键词：商务智能（BI） 决策支持系统 数据挖掘 客户关系管理（CRM） ABSTRACT Chinas 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. Chinas 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 productions blowout and prices avalanche comment on the mass media are a common vocabulary. In this context, the major automobile manufacturers have increased the investment in informationization. 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 the construction of decision support functions, which required IT system provide more functions to support decision-making, and gradually phase from general business stage to Business Intelligence stage, providing technical support to the automotive manufacturing enterprises from the production and operation type to the operation decision-making type. At the same time, an enterprise to survive and develop，it must know the market, know customers and establish a market-orien