浅谈移动CRM客户价值细分

随着移动通信的不断发展,移动客户数量也在不断增加,而通信行业中的竞争也日益显著。因此,过去以生产为中心、以销售产品为目的的市场战略逐渐被以客户为中心、以服务为目的的市场战略所取代。该文就移动CRM客户价值细分做出了一些探讨。     

网络营销浅析

随着互联网的飞速发展,网络营销已经成为市场营销的重要组成部分,该文对网络营销的方式和特点逐一分析,探索其对营销内涵和方式的影响。     

A multi-server perishable inventory system with negative customer

In this paper, we consider a continuous review perishable inventory system with multi-server service facility. In such systems the demanded item is delivered to the customer only after performing some service, such as assembly of parts or installation, etc. Compared to many inventory models in which the inventory is depleted at the demand rate, however in this model, it is depleted, at the rate at which the service is completed. We assume that the arrivals of customers are according to a Markovian arrival process (MAP) and that the service time has exponential distribution. The ordering policy is based on (s, S) policy. The lead time is assumed to have exponential distribution. The customer who finds either all servers are busy or no item (excluding those in service) is in the stock, enters into an orbit of infinite size. These orbiting customers send requests at random time points for possible selection of their demands for service. The interval time between two successive request-time points is assumed to have exponential distribution. In addition to the regular customers, a second flow of negative customers following an independent MAP is also considered so that a negative customer will remove one of the customers from the orbit. The joint probability distribution of the number of busy servers, the inventory level and the number of customers in the orbit is obtained in the steady state. Various measures of stationary system performance are computed and the total expected cost per unit time is calculated. The results are illustrated numerically.     

基于特征的用户评论自动摘要

电子商务网站允许用户对商品发表评论,用户评论通常含有用户对商品的主观性体验,常被潜在顾客作为比较不同商品并作出购买选择的参考,也可被生产厂商作为市场反馈调查的数据来源.然而,由于电子商务的发展,热门商品常常拥有成百甚至上千条用户评论,这使得阅读所有评论十分耗时.提出了一种基于特征的用户评论自动摘要方法,能够自动生成简洁、全面的摘要 .首先自动从评论中识别用户评价的商品特征,根据特征对评论句分类,然后使用句子抽取的方法生成摘要 .实验证明该特征识别和特征过滤算法的查准率平均可达81%,查全率为52%.相较于Hu和Liu使用的频繁项集挖掘算法.查全率降低了6%,而查准率提高了24%,F1值提高为6%.算法更加注重特征识别的查准率,总体的摘要效果比较好.     

The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach

Using the data collected from the online banking users in Taiwan, we build a hierarchical model of e-banking service quality and investigate the relationships among e-service quality, trust, satisfaction, loyalty, and brand equity. Moreover, the simultaneous equations system approach is also applied to transfer the traditional satisfaction-loyalty path into the simultaneous relationships between trust and loyalty, and between satisfaction and loyalty. As the structural form coefficients demonstrate the direct relations between our research constructs, the reduced form estimates further disclose the total impacts of the quality of e-banking service on trust, satisfaction, loyalty, and brand equity, respectively. The results indicate that the perceived quality formed through interaction with an online banking service positively affects customer trust and satisfaction, which in turn influence loyalty and brand equity. The significant simultaneous relationships between trust and loyalty, and between satisfaction and loyalty, are confirmed by our data, implying that these relationships must be determined simultaneously, rather than sequentially.     

基于RFM模型的半监督聚类算法

客户分类作为客户关系管理（CRM）的重要管理方法,是企业进行市场营销的重要依据.通过对客户进行分类,有利于对客户价值进行准确评估,方便进行精准营销.本文通过对RFM模型数据集本身潜藏的先验结构化信息进行研究,标记出两组客户数据作为先验类别标记,进而得到两个初始聚类中心.基于传统K-means算法使用自适应方法确定K值和初始聚类中心.引入Must-link和Cannot-link两种约束将类别标记转换为成对约束信息,基于HMRF-KMeans成对约束,引入约束惩罚项和约束奖励项,实现对聚类引导和聚类结果的调整.使用改进的半监督聚类算法（RFM-SS-means）对标准数据集进行了测试,同时使用Food mart数据集对比了RFM-SS-means算法与传统K-means算法、two-steps算法的聚类效果.由实验结果可知,RFM-SS-means的CH系数最大,无需事先确定K值和初始聚类中心,聚类效果良好.     

客户导向目录分割问题的改进算法

客户导向目录分割问题假设顾客至少对目录中一定数量的商品感兴趣,计算目录覆盖的顾客数量,据此评估目录分割结果. 现有的分割算法为了保证目录尽可能多的覆盖顾客,而忽略了目录分割结果的效用. 针对该问题,本文构建一种新的数据存储结构CFP-Tree用于存储顾客交易数据,并提出一种新的算法Effective-Cover解决目录分割问题. 该算法使用树深度遍历法选择目录产品. 实验结果表明,该算法能够获得更好的目录分割结果.     

基于多线程的顾客满意度PLS路径模型算法

在计算顾客满意度模型时, 普遍使用结构方程模型来求解复杂的多维度关系. 而针对结构方程模型的计算, 偏最小二乘(PLS)有效地解决了模型分析过程中大量潜变量无法直接采样获得的问题, 建立了显变量与潜变量之间的关系, 增强了模型的直观性和通用性. 为了提升偏最小二乘算法的效率, 在针对结构方程模型的计算中, 利用多线程将模型计算并行化, 以提升计算效率. 探讨了基于Java多线程的顾客满意度PLS路径模型的优化算法, 并在多核计算机上实验证明, 多线程化的PLS路径模型能够显著提升计算速度.     

基于动态规划的网络带宽分配机制

传统分组网络承载时分复用业务存在延时、抖动、报文到达次序不一致等问题。利用城域以太网面向连接的特性,提出了一种由用户为具体业务提出带宽申请,运营商根据共享带宽的大小和用户的优先级,利用动态规划的方法在以太网隧道中预留带宽的机制。提高了带宽利用率的同时,兼顾用户之间的公平性。实验结果表明,这种机制可以充分利用带宽资源,并且将带宽公平地分配给各用户。     

消费者在线评论有用性影响因素模型研究

消费者在线评论的价值已经得到消费者和在线零售商的公认,对评论有用性的研究已经成为新的研究热点。从减少消费者决策风险出发,在感知诊断性概念基础上定义了评论有用性概念,构建了一个评论有用性影响因素模型。从传播说服理论的维度考察,评论等级、评论长度、好评率和使用互联网经验是影响评论有用性的重要因素。商品类型对评论有用性具有调节作用。