Classification Of Customer Value Based On Rough Sets - Neural Network

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.