Research On Decision Support System Based On Analytical CRM

After entering into the 21st century, the Customer Relationship Management (CRM) already became a hot topic in the world. It was discussed more and more in the academia, and was looked as edge tool of the competition in the business; Furthermore, CRM became one of the most production in the big software enterprises, for instance, IBM, SAS, SAP and so on, As a result of driving force of demanding in the decision support aspect, Analytical part of CRM product and technology development was seriously recognized in the unprecedented extent. It was forecasted that Analytical CRM would be developed greatly in China.In despite of more and more importance of Analytical CRM in every industry, Analytical CRM has lots of unsolved problem in the research. Especially discussion of the theory about analytical module and decision support function still stay at the traditional phase and was separated relatively, It was not a system and its research in the theory level lagged behind its practice. Forward position theories of CRM, DSS, Management and Marketing were in defect of development at the blended aspect; the relevant operation analyses lack deepen systematized study, etc.The dissertation aim at above deficient and insufficient to CRM research field, mainly analyzing and probing into Analytic CRM and its DSS module. At first, the author has explained the basic conception, theory and research purpose and meaning of research d of Customer Relationship Management. Base of understanding the current application situation of CRM and development trend, the author analyses the production and use current situation and some cases of CRM. Then from essence of Analytical CRM, it was brought forward that the keys of management lie in combining customer's information, using Data Warehouse, Data Mining, OLAP etc. for support decision.And then, the author has analyzed and studied about the basic function based on DSS of Analytical CRM entirely, has described the concrete application about DSS based on CRM. Furthermore, the author has put forward its practical model, systemframe, and has established DSS function module structure figure. Two pieces of focal points regarded DW and DM were discussed in detail respectively, and some algorithms in DM were innovated and improved. Moreover, the author has studied the most important function-customer churn analysis on her own, with combined the newest knowledge of operations research and marketing management and information system, and has established modeling and algorithm flow in customer churn analysis function in DSS based on CRM. Finally, the author has concluded this dissertation.This dissertation is under the extensive research based on this field, try hard to innovate to some extent, the frame and function structure of DSS in Analytical CRM that the author has put forward would helpfully widen experiment of decision support function in CRM. It is sure to be inspired to the application and popularization of Analytical CRM. In this dissertation the research achievement about customer churn analysis of telecommunications industry has certain reference value to the colleague who studies in CRM.