摘要
针对当前数据挖掘技术更多注重算法开发和模式规则的提取,忽略交易背后的人为因素的缺陷,结合Kano模型的基本原理,构建了基于Kano模型的客户知识隐性知识的显性化过程框架,可以依据显性化的客户知识,对客户进行细分,针对具有相同效用模式的客户开发新产品或采取个性化的营销策略,提升企业的客户关系管理绩效,实证结果显示该方法可行、有效。
In the knowledge management domain, an important task is the conversion of tacit knowledge into explicit knowledge. The methods of knowledge discovery and data mining in tradition are concerned only with the development of a new data mining algorithm with the view of pattern extraction rather than focusing on the usefulness and comprehensibility of those knowledge discovel~~ models, but they neglect persons behind the stage of transaction and their motivation, therefore, a well-established Kano＇s Method has come up to demand and extract customer knowledge for attractive quality creation in customer relationship management projects. As a consequence, a Kano-CKM model with a methodology to delineate precisely the process of customer knowledge discovery for innovative product development is proposed. It can elicit tacit customer knowledge that can be converted into codified knowledge in order to capture a customer＇s attitude toward products under development. Based on this, enterprises can segment customers and make effective marketing decisions, so as to achieve excellence performance in CRM projects. The method is illustrated through a case study to testify its feasibility and validity.
出处
《管理评论》
CSSCI
北大核心
2009年第12期86-93,共8页
Management Review
基金
国家教育部人文社科基金青年项目资助(07JC630037)
江苏省高校哲学社科研究项目资助(08SJB6300011)
镇江市软科学项目资助(RK2008044)
关键词
客户知识
显性化
KANO模型
产品创新
customer knowledge, eliciting, Kano model, product innovation
