面向AFH客户分类主题的数据仓库的构建

BUILD DATA WAREHOUSE BASED ON AFH-CUSTOMER- CLASSIFICATION THEME

近年来，随着客户关系管理（CRM）在商业运作中的巨大成功，其管理理念及价值被越来越多的企业所重视。在电子商务环境下，一对一营销正在受到企业的青睐。以客户为中心的思想，要求企业要能够有效地获取客户的各种信息，识别客户与企业之间的关系。文章在分析数据仓库特点的基础上，以客户平均购买额（A）、购买频率（F）和客户保持时间（H）作为客户价值细分变量，实例化构建了某食品连锁销售企业面向AFH客户分类主题的数据仓库。应用结果表明，新的AFH客户分类模型具有很强的表征性，能充分反映客户的当前价值（贡献度）和增值潜力（忠诚度），能为企业提供有效的决策支持信息。

In recent years,with the customer relationship management （CRM） achieves great success in business operat）ons,its management ideas and values are got more and more enterprises attentions.In the electronic commerce environment,one--to--one marketing becomes favored by the enterprises.The thought,focus on customers,requests the enterprises to be able to acquire customer information effectively,and identify the relationship between the customers and the enterprises. This paper based on analysis of the data warehouse characteristics,proposed that customer Average Monetary,Frequency and Hold time can be used as segmentation variables to assess the customers＇ value,and build a data warehouse by a food chain sales enterprise based on AFH customer classification theme with a real example.The application results shows that new AFH customer classification models possess great evident characteristics,which can highly reflect the current value （contribution level） and appreciation potentials （loyalty level） of the customers and provide the enterprises useful information for their decisions.