摘要
面对日趋激烈的运输市场竞争,以及信息化技术的快速发展,铁路运输及其他运输行业积累了海量信息化数据,铁路运输部门可以运用大数据技术挖掘运输市场的客户价值,建立铁路客户关系管理系统,有助于更好地管理维护运输客户,优化营销策略。根据铁路客户关系管理的需求分析,提出以大数据架构为基础的铁路客户关系管理系统设计方案,包括逻辑架构设计、核心功能设计和关键技术,为铁路运输部门在客户分类管理、客户流失预警、优化营销方案、实现增运增收等方面提供辅助决策功能。
Following the fierce competition of transportation market and rapid development of information technology, railway transportation and other transportation industries accumulate massive information data, so based on big data technology, railway departments could find customer value of transportation market and establish customer relationship management （CRM） system, which could help better manage and maintain transport customer and optimize marketing strategies. According to the demand analyses of railway CRM, this paper puts forward the design scheme of railway CRM system based on big data framework, including logic framework design, core functions design and key technologies, so as to provide auxiliary decision-making functions for railway transportation departments from the aspects of customer classification management, customer churn warning, marketing scheme optimization and realization of transport capability and income increasing.
出处
《铁道运输与经济》
北大核心
2017年第6期42-48,共7页
Railway Transport and Economy
基金
中国铁路总公司科技研究开发计划课题(2016X008-J)
