摘要
本文在国内零售业竞争日趋激烈的背景下,通过分析杭州联华超市所处的竞争环境和客户关系管理现状,引进先进的客户关系管理理念,提出了杭州联华超市实施分析型CRM的战略,以推进企业实现以客户为中心的管理变革。在分析杭州联华超市信息化建设现状基础上,提出杭州联华超市的客户贡献,客户保持和客户细分三个数据仓库建设主题,同时根据POS机数据运用SQL SERVER 2000 ANALYSIS SERVICES中的挖掘模型进行实证分析。希望能够推动分析型CRM在杭州联华超市的应用,提高本土超市的竞争力。
关键词:杭州联华超市、分析型CRM、数据仓库、数据挖掘
ABSTRACT
In the context of increasingly competitive fierce of domestic retail, this paper analyzes the competitive environment and the status quo of customer relationship management of Hangzhou Lianhua Supermarket, introduce advanced concepts of customer relationship management, propose Hangzhou Lianhua Supermarket to the implementation of analytical CRM strategies, to promote the enterprise to achieve customer-centric management transform. On the basis of analyzing the information resource of Hangzhou Lianhua Supermarket, propose three construction themes of a data warehouse——customer contribution, customer retention and customer segmentation of the Hangzhou Lianhua Supermarket, meanwhile according to POS machines data, make use of the mining model of SQL SERVER 2000 ANALYSIS SERVICES for empirical analysis. Hope to be able to promote analytical CRM applications in Hangzhou Lianhua Supermarket, improve the competitiveness of the local supermarket.
Key words: Hangzhou Lianhua Supermarket,analytical CRM,data warehouse, data mining