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摘要中国的汽车产业经过起步阶段的发展，现在己进入了高速成长期，近几年来产销量都保持了高速增长。我国目前汽车产量世界排名第四，并且和排名第三位的德国相差无几。汽车产量上升带来的必然结果就是竞争的加剧，2008年国内主要汽车厂家利润出现较大幅度下降，汽车经销企业不可避免的陷入恶性降价竞争之中，现在产量的“井喷”与价格的“雪崩”是大众媒体上评说汽车行业的常见词汇，在这种背景下，各大汽车厂商纷纷加大了信息化投资。汽车制造与营销企业经过多年的信息化建设,信息系统已有海量的生产经营数据,但尚未进行充分利用，所以汽车业信息化建设的下一个重点,是进行决策支持功能的建设,这需要IT系统提供更多的辅助决策支持功能,逐步从综合业务处理阶段走向商务智能阶段,为汽车制造企业由生产经营型向经营决策型转变提供技术支撑。与此同时，一个企业如果要生存和发展，就必需了解市场，了解客户，树立“以市场为导向，以客户为中心”的经营理念，汽车销售企业作为服务业尤其应该如此。客户关系管理（CRM），就是企业为了保持竞争力而采用的，以客户为驱动、以客户为中心的决策技术。要做到这些，就要对客户与企业交互过程中的各种客户数据收集、整理和分析，然后根据收集到的数据，挖掘出隐含在这些数据中的有用信息和知识。目前，将数据挖掘技术引入客户关系管理是企业提高决策效率的关键，它能从企业大量数据中抽取有用的信息，预测客户的行为趋势，更好地支持企业决策。本文利用数据挖掘一些经典算法实现了客户细分，潜在客户识别，客户流失与保持，客户满意度分析功能。关键词：商务智能（BI）决策支持系统数据挖掘客户关系管理（CRM）ABSTRACTChina'sautomobileindustryaftertheinitialstageofdevelopment,isnowenteredafastperiod,productionandsalesinrecentyearshavemaintainedahigheconomicgrowth.China'svehicleproductionisthefourthworldrankingcurrently,andisalmostthesamewithGermanywhorankedthird.Theresultofrisingvehicleproductionistheinevitablecompetition,in2008theprofitsofmajordomesticautomakersdecreasedsubstantially,autodealersweregotintoaviciousinevitablepricecompetition,andnowproduction'sblowoutandprice'savalanchecommentonthemassmediaareacommonvocabulary.Inthiscontext,themajorautomobilemanufacturershaveincreasedtheinvestmentininformationization.Automotivemanufacturingandmarketingbusinessaftermanyyearsofinformatizationconstruction,informationsystemshavehadmassproductionandoperationdata,butallofthemhavenotbeenfullyutilizedyet,sothenextfocusofinformationizationconstructioninautomotiveindustryistocarryouttheconstructionofdecisionsupportfunctions,whichrequiredITsystemprovidemorefunctionstosupportdecision-making,andgraduallyphasefromgeneralbusinessstagetoBusinessIntelligencestage,providingtechnicalsupporttotheautomotivemanufacturingenterprisesfromtheproductionandoperationtypetotheoperationdecision-makingtype.Atthesametime,anenterprisetosurviveanddevelop，itmustknowthemarket,knowcustomersandestablishamarket-oriented,customer-centricbusinessphilosophy,autodealersasaservicessectorparticularshouldbe.CustomerRelationshipManagement(CRM)isaclient-driven,customer-centricdecision-makingtechnologywhichisinordertomaintainthecompetitivepower.Toachievethese,itisnecessarytocollection,collationandanalysisthevarietyofcustomerdataproducedintheprocessofcustomersinteractwithenterprise,thenwecanmineusefulinformationandknowledgeinthesedata.Atpresent,bringdataminingtechnologyintothecustomerrelationshipmanagementisthekeytoimprovetheefficiencyofdecision-making,itcanextractusefulinformationwithalargeamountofdata,predicttrendsincustomerbehavior,bettersupportbusinessdecisions.Realizedcustomersegmentation，potentialcustomeridentification，customerlossandmaintenanceandustomersatisfactionanalysisfunctions.Keywords:BusinessIntelligenceDecisionSupportSystemDataMiningCustomerRelationshipManagement目录第一章概述............................................................................................................................11.1课题的来源及意义..........................................................................................................11.2系统可行性研究..............................................................................................................31.3本文主要完成的工作......................................................................................................3第二章系统的需求分析........................................................................................................42.1系统功能需求..................................................................................................................42.2系统性能需求..................................................................................................................42.3系统环境需求..................................................................................................................5第三章系统总体设计............................................................................................................63.1系统功能分析..................................................................................................................63.2系统功能模块结构..........................................................................................................73.3系统主要功能模块流程图..............................................................................................8第四章数据库的设计与使用................................................................................................94.1数据库的搜集与整合......................................................................................................94.2客户价值细分的数据选择............................................................................................104.3潜在客户识别的数据选择............................................................................................114.4客户流失分析的数据选择............................................................................................134.5客户满意度分析的数据选择........................................................................................14第五章系统详细设计.......................................................