A Study on the Customer Relationship Management of Business Market --Based on the Marketing of Laser Cutting Machinery

• Main Authors: Feng-Chang Huang, 黃烽彰
• Other Authors: Huan-Ming Chuang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/56716256245923911179

碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 94 === A Study on the Customer Relationship Management of Business Market --Based on the Marketing of Laser Cutting Machinery Student：Feng-Chang Huang Advisors：Dr. Huan-Ming Chuang Institute of Management Information System National Yunlin University of Science & Technology ABSTRACT The major difference between business markets and consumer markets lies in business markerts have fewer customers,but with much greater sales amounts. Consequently, it is quite cost-effective for business markets to develop and maintain a long-term beneficial relationship with their valuable customer. The CRM literature has concentrated on consumer markets mostly. As a result, it is useful to explore the CRM systems of business markets. Under this background, this study takes the marketing of laser cutting machines’ seller can enhance their customers’lifetime value through effective CRM systems. Market intelligence related to the marketing of laser cutting machines have managed by sales representatives manually，without sufficient efficiency and effectiveness. To implement effective CRM systems of business markets, this study leverages on information technologies to establish appropriate relational databases and data warehouses.Based on these，OLAP was confucted to explore deeply critical marketing decision support knowledge firstly. Then by means of cluster analysis from data mining tools, customer segmentation and evalution was analyzed to identify valuable target customer segments. Next, for selected target customer, an association analysis was conducted to investigate opportunities for cross-selling and Up-selling. The major contributions of this study can be listed as a follow：(1)transforming scattered and disparate sales raw data into marketing knowledge，which can facilitate the implement of marketing automation, sales force automation and customer services，and then enhance market efficiency and effectiveness significantly, and (2)implementing and effective prototyping systemn for customer segmentation and CRM, suite for laser cutting machines related markets.l Key words : Business market 、Customer Relationship Management、RFM Analysis, Data Mining,