基于数据采集对经济理论和电子商务的客户关系管理的研究报告外文翻译

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1、基于数据采集对经济理论和电子商务的客户关系管理的研究报告外文翻译 标题:Research on economic logic and Customer Relationship Management in Electronic Commerce Based on Data Mining原文:Abstract:The paper demonstrates the efficient use of combination of intelligent information processing technology and economic logic for solving the probl

2、em of customer segmentation.The aim of the study is to obtain classification schemes able to support business marketing.Previous attempts for the same problem only used quantitative technologies of Data Mining.The management decision method facing economic logic thinking is proposed in this paper.Th

3、e studying objective Of economic logic is economy activity ,With the broad application of IT and networking technology.electronic commerce is developing rapidly.Under the new economic form, |management decision needs use not only intelligent information technology but logical rational guideline and

4、thinking.The paper combines decision tree technology of data mining technology and economic logic method to do the research of Customer Relationship Management in electronic commerce. This is an advantageous approach enabling combination of quantitative processing and qualitative analysis.A real eas

5、e is also discussed in detail,and the effective and supportive results prove that the management decision method facing economic logic thinking is worthwhile. Keywords:economic logic, management decision.data mining.decision tree.Customer relationship management1.Introduction The Internet is changin

6、g the world,which has impacted the model of people living,studying, working or entertainment in several fundamental ways.The Internet has become the important channel to collect.Release and convey information and forced traditional economic model to think of ways that this technology can be used to

7、improve business management effectiveness.Electronic Commerce based on the Interact is developing with the more widespread application of the Internet and gradual improvement of the information technology.How to develop faster and enhance their competition are the hot issues in the business manageme

8、nt field. The electronic information about products.materials end capital is shared and conveyed rapidly through networks.A lot of information is collected and stored during the business processes.This brings plenty of decision-making data for management processes,but is also a new requirement for t

9、he technology of processing so many data.Most business decisions should be made in terms of these data.Many important decisions, however ,are not made in the light of these rare data but by decision-makers intuition.This is because of the lack of tools used to find the useful knowledge.Analyzing aut

10、omatically and intelligently the data in the Database to obtain accurate decision-making information is expected.This js where data mining comes in.Data miningDMis a set of techniques used in all automated approach to exhaustively explore and bring to the surface complex relationships in very large

11、datasets .Data mining sometimes called data or knowledge discovery in databasesis one of the important technologies of intelligent information technology at present Furthermore,with the progress of science technology and complication of business scale and pattern ,for example , the emerging of elect

12、ronic commerce,simple quantitative decision making method can not meet the need making decision.Jie Shi pointed out that we should make effective use of qualitative information in the process of decision making” That is.peoples knowledge experience and logic thinking and reasoning ale Used to make t

13、he improvement of quantitative models and qualitative analysis unified.Jie Shi believed that developing the methods of decision making based on knowledge,thinking-oriented and having the characteristic of economic become the main approach of management decision at present.So,the combination of decis

14、ion makers intuition and logic,experience and technology should be regarded. Economic work is the kind of activity thatactionis planned and supervised by thinking.which is provided with thinking strategies,methods and techniques by logic.Economic logic,one of the logic fields, has become a popular a

15、nd advanced topic.Many researches about it have been done,among which have achieved in a certain extent 14J However ,only few applications and researches to management decision area based on the combination of IT and economic logic The discussions about the functions and structure of economic logic

16、during the most of steps of information processing are fewer.As is discussed above, Dependence on IT and network has been bigger and bigger under information economy age.Consequently, these forced us to do more researches focus on management decision regarding business management practice and facing

17、 the method of economic logic thinking under the new economic model to meet the need of information economy age. This paper applies intelligent information processing technology facing the economic logic on business management decision activities,especially Customer Relationship ManagementCRM.And th

18、e methods and patterns of economic logic are discussed.The paper also discusses a real case based on decision-making regarding business management practice and facing the method of economic logic thinking.2. THE PROBLEM OF CUSTDMER RELATl0NSHlP MANAGEMENT IN ELETRONICCOMMERCE The competition among b

19、usinesses and the changing market force business to turn product-based strategies into customer-based strategies.The developing producing and selling should match the needs of customers to reduce costs and increase profitability.These problems belong to Customer Relationship Management CRM ,in which

20、 customer segmentation is one of the important problems.Customer segmentation is the practice of dividing a customer base into groups of individuals that am similar in specific ways relevant to marketing.Such as age,gender, interests,spending habits,and so on.Using segmentation allows companies to t

21、arget groups effectively ,and allocate marketing resources to best effect.In addition ,It will be a serious problem and result into big loss to enterprises if the directors or employees working in the marketing department who have a lot of marketing experiences and customers information resign or ar

22、c dismissed.How to avoid the loss and how to abstract these knowledge and rules from their experiences are also the problems which should be solved by customer segmentation. One of purposes of implementing CRM is to increase customer retention.Understanding the reason why customer purchases again is

23、 the key factor of customer retention.On the one hand Customer segmentation based on the action of customers purchasing again is helpful to implement the purposes of CRM such as customer-centric,one-to-one Marketing,increasing customer retention and satisfactory.On the other hand, the results of cus

24、tomer segmentation make customers information organized ,patterned A and stored.In a consequence,it could reduce the loss by the demission of the directors or employees who work in the marketing department The problems involvethecollectionofraredata,theprocessingofdataandtheevaluation and analysis t

25、he results.The functions of economic logic to customer relationship management decision are discussed in the following section.3.THE FUNCTONS OF ECONOMIC LOGIC TO CUSTOMER RELATIONSHIP MANAGEMENT ELECTRONIC COMMERCE3.1 Economic logic Economic logic,as one of the logic fields has become a hot and fro

26、ntier topic.It plays an important role in training and improving the quality of researchers and managers.Logic ,especially economic logic, stresses that training the motional spirit being consistent with the developing of society economy.A footstone of thinking for the construction of harmonious soc

27、iety ,it plays n rational.instructive and instructive role,Many of various studies have been done by scholars and experts since 1980s.As an organic logic system, economic logic ha been established out of the synthesizing of the advantage of economic science logic,economic game logic,economic pragmat

28、ic logic,economic a accrete logic.It emphasizes the various aspects and processes of economic activities,and results from the overall summary of the thinking character,rules and methods of the economic activities.Economic logic is a necessary result of information economy age,and will play more role

29、s through linking tightly with economic practice.3.2 The instructional function of the comprehensive-condition principle in economic logic to customer Segmentation Herbert A.Simon believed that decision-making is an important part of management.The scientific decision-making can improve management p

30、roductivity ,and scientific decision-making is based on the processing to a great of economic data .Working and thinking is depending on each other.The practical work implicates thinking and logic .Economic logic has instructional influence to management decision during the economic information proc

31、essing, As is discussed in the Section ,customer segmentation is important to solve business management and enhance the competition of businesses.The following problem is what is to be begun with.A lot of information is collected and stored during the process of applying electronic commerce technolo

32、gy to business activities.What uses have these data? According to the comprehensive-condition principle of Economic logic。 common relations exist among or aside social and natural phenomenon .In this work of customer segmentation.the relation and trend inside data about customer must be clarified in

33、 order to find the rules of customer segmentation.But ,it needs to be noticed that economic logic during information processing of electronic commerce is different from traditional logic.The reason is because the data in the databases is changing and dynamic rapidly.The dynamic and adaptive methods

34、of economic logic research and application are proposed in the paper ,that is,the processing results must be tested in the economic activities to guarantee correctness and validity.At the same time,the methods should vary with changing data or information in the electronic ecommerce activities. The

35、paper takes the data about customers and transactions as the studying objective based on the above thoughts.Decision tree in data mining technologies is used to complete data processing. 3.3 Application of economic logic during the decision tree processing Data classification is an important topic i

36、n the data mining.It is that stored data is used to locate data in predetermined groups.It falls into the following categories based on various classification models:data classification based on decision tree model,data classification based on neutral network model,data classification based on gener

37、ic programming model. Data classification based on rough set model etc What category is suitable? According to the thinking method of economic logic,summarization method is applied to conclude from individualitythe data recorders in the databases to universalitythe classification rules. Customer seg

38、mentation is a predictive classification,that is,every sample processed has been classified in advance.A decision tree is just a predictive model.Decision trek is tree-shaped structures that represent sets of decisions.These decisions generate rules for the classification of a dataset.So, applying d

39、ecision tree is suitable.3.4 Application of economic logic in the processing results 3.4.1 Guaranteeing correctness and validity of the results, In order to guarantee correctness and validity of the results,you should test the constructed decision tree by the other set of data samples.So.the decisio

40、n tree construction is divided into two phases: ?Setting up tree:use data training samples to set up the tree. ?.adjusting tree:test me tree.If it call not match the need.it will be adjustcutting or adding nodsuntil setting up a correct tree.Then ,you can compare attributes between internal nodes,an

41、d make the conclusion at the leaf nodes .3.4.2 Extracting rules from the results The classification results should be extracted to obtain classification schemes or rules able to support business marketing.the attributes ou each path from the root node to each leaf node are applied extracting princip

42、le to obtain each IF-THEN rule.Then, a group of rules can be obtained according to the whole tree, which can be stored in the way of knowledge base.When a new customer comes,you can use these rules according to his attributes to judge his category so as to supply proper marketing strategies.4.CASE A

43、NALYSIS4.1 Data description of customer segmentation in a food company The data set of2100 records of customer information ,consists of two unequal subsets,One representing the training set1800 recordsand the other the testing data set300 records.The several attributes in Table represent the evaluat

44、ion indicators,which reflect the customers characteristics.In addition,the records in the data set have in advance been divided into two categories,one purchasing again and the other not.4.2 Summarizing logically customer segmentation The customer segmentation work of the above includes the followin

45、g steps ?Decide the classification attribute:the action of purchasing again. ?Data Pre-classification:useful data is chosen.Reduce the bad infection of useless data. ?Analyze relativity between attributes.delete weak and non relativity. ?Construct decision tree in terms of decision tree programming.

46、 ?Extract me rules from decision tree and store the rules. 4.3 Results and discussion The final decision tree shown by Figure l can be constructed by using the ID3 arithmetic of the decision tree The rules are obtained.We can find out these rules analysis that these rules include two categories:?Tes

47、ting rules: IF satisfactory of sales servicebad AND addressdeveloped THEN the action of purchasing againfalse This rule shows that sales service is the key factor of marketing.Therefore , if you want to increase the action of purchasing of this kind of customers,you have to make marketing strategies

48、 regarding satisfactory of sales service.?Enlightening rules: We find some rules which can not be expected of though out in advance.For example: IF satisfactory of sales serviceaverage AND attitude to product qualitygood or average AND quant of purchasinghigh or middle and size of companylarge or mi

49、ddle AND size of companylarge or middle THEN the action of purchasing againfalse We thought that this king of large and mid-sized companies should purchase much.On the contrary , they do not.Because of their big scale,they have more channels to choose.they always seek better goods and services. They

50、 are our valuable customer and are the key groups of customer retention.So,when the marketing decision is made ,the strategies of long-term investment come first. The classification schemes or rules obtained from the evaluation and analysis the results based on the thinking method of economic logic

51、have been tested by the staff who work in the marketing department in the food company.The correct and valid results proved that the final decision tree is satisfactory? ACKNOWL EDGEMENT This research was supported by the National Social Science Foundation of China under Grant 06BZX050 and the Tianj

52、in Social Science Research Planning Project2005under Grant TJ-ZX004.I am thankful to my colleague Professor Lily Zhang for encouragement and help.And 1 wish to express my sincere appreciation to my friends in my research team for happy cooperation and helpfulness and admiration to the authors of ref

53、erences for guidance. 出处:Zhiyu Zhang,Congdong Li, ,Mai Sheng QU, School of Management,Tia.jin University,Tianjin,300072,China。标题:基于数据采集对经济理论和电子商务的客户关系管理的研究报告 译文: 摘要:论文展示了高效利用将智能信息进程技术和经济理论方法联系在一起的方法,来解决在客户关系管理中的客户分类的问题。研究旨在获得能够支持经济市场分类的方案。先前对解决同一问题的尝试只利用了数据采集的定量技术。对于经济逻辑思考的管理决定方法在本文中提及到。经济逻辑的研究实体是经济

54、活动。在IT和网络技术的广泛应用的支持下,电子商务高速发展。在新的经济形态下,管理不仅需要智能信息技术而且需要逻辑理性的指导和思考。论文奖数据采集中的决策树技术和经济逻辑方法集合来研究电子商务中的客户关系管理。这是一个具有优势的途径,这个途径使数字程序和数字分析能够结合。本文将对实例进行仔细的讨论,讨论出的结果证明面向经济逻辑的管理决定方法是有价值的。 关键词:经济逻辑,管理决定,数据采集,决策树,客户关系管理介绍 网络正改变着世界,网络通过一些基本的方法影响人们居住学习工作和娱乐的方式。网络已经成为收集,释放和传达信息的重要途径,这样迫使传统的经济模式去想能用于提高经济效率的方法。在网络更广

55、泛应用和信息技术的逐步提高的支持下,基于网络的电子商务正发展着。如何更快的发展和加强竞争在管理领域是一个热点话题. 关于产品,材料,资产的电子信息通过网络得到共享和快速传播。大量的信息通过生意过程得到收集和存储。这样为管理进程带来了大量用于做决定的数据,但也是对处理这么多数据技术新的要求。大多数生意决定根据这些数据必须做出。然而,许多重要的决定不是根据这些珍贵的数据而是根据决策者的直觉做出的。这是因为缺乏用于寻找有用信息的工具。为获得作出决定的信息,对数据库中的数据做自动智能的分析是人们所期望的。这是数据采集的来源。数据采集是一种技术装置,这种装置用于达到彻底的探索和使很大的数据装置恢复表面复

56、杂的关系。目前,数据采集(有时称作数据或者信息在数据库中的发现)是一种重要的智能信息技术。 此外,随着自然科学的发展和经济规模和模式复杂性的发展,例如,电子商务的出现。简单的数量做决定方法已经不能达到做决定的需要。杰石指出我们必须在做决定的过程中高效的利用数字信息,也就是说,人们的知识经验和逻辑思维和推理被利用于数字模式的提高和统一分析的提高。杰石认为发展基于知识,东方思维的做决定方法以及获取经济特征已经成为决定管理的重要途径。因此,结合做决定的直觉,逻辑,经验和技术应该受到重视。 经济工作是这么一种活动,种子活动是计划好的,而且被思维监督,同时受思维策略方法和逻辑技术的支持。作为一个逻辑领域

57、,经济逻辑应急逻辑已经成为一个流行和先进的论题。许多关于它的研究被做出,其中不乏达到一定程度的研究。但是,几乎没有基于IT和经济逻辑结合的决定管理领域的研究和运用。有关在大多数信息进程步骤中经济逻辑功能和结构的讨论就更少了。就像前面讨论的那样,信息经济时代对IT和网络的依赖越来越大,因此,这样迫使我们聚焦于注重经济管理实践的决定管理去做更多的研究,也迫使我们勇于面对新经济模式下的经济逻辑思维方法,以便达到信息经济时代的需要。 论文应用智能信息进程技术面向商业管理决定活动的经济逻辑,尤其是客户关系管理。经济逻辑方法和模式在论文中也讨论了。论文也讨论了基于注重商业管理实践和勇于面对经济逻辑思维方法

58、的一个真实的实例。2、电子商务中客户关系管理问题 商业竞争和改变的市场使经济由基于产品的策略转向基于客户的侧罗。发展中的生产和销售应该达到客户降低消费,提高收益的需要。这个问题属于客户关系管理的范畴,客户关系管理中客户分离是一个重要的问题,客户分类指根据客户年龄,性别,爱好,消费习惯等将客户分组。分类使公司有效的瞄准群组目标,高效利用市场资源。另外,如果拥有客户信息的市场部主管或者员工辞职或者是被解雇,那将成为严重的问题,对公司造成巨大的损失。如何避免损失和如何提取这些信息和规则也是客户分类要解决的问题。 完成客户关系管理的目标之一是提高客户的保留。了解客户再购买的原因是客户保留的重要因素。一

59、方面,基于客户再购买行为的客户分类有助于完成客户关系管理的目标。例如,以客户为中心,一对一市场,提高客户保留和满意度。另一方面,客户分类的结果使客户信息得到建立,仿造和存储。因此,可以减少因市场部的主管和部员被解雇带来的损失。 问题涉及珍贵数据和进程数据的收集,对结果的估计和分析。下面的部分主要讨论经济逻辑对客户关系管理的功能。3、在电子商务中对于客户关系管理的经济逻辑功能 3.1 经济逻辑 作为逻辑领域的一种,经济逻辑已成为一个热点和前沿课题。它在培训和提高研究和管理人员的质量扮演着重要角色。逻辑,尤其是经济逻辑讲到:训练理性精神和发展社会经济是一致的。作为建设和谐社会的基石,经济逻辑扮演着一个理性的,教学和指导的角色。 自1980年以来,学校和专家做了大量的研究。作为一个有机的逻辑系统,经济逻辑建立起来,虽不具备经济科学逻辑,经济游戏逻辑,经济务实逻辑,经济合成逻辑的综合优势,但它强调经济活动的众多方面和过程,是对经济活动特征,规则和方法思考的结晶。经济逻辑是信息经济时代的必然产物