数据挖掘技术在汽车满意度调研中的应用研究

Application Research of Data Mining Technology in Automobile Satisfaction Survey

在客户导向时代,顾客满意度直接影响服务型企业绩效和发展前景,因而被高度重视。汽车企业若想取得成功,就必须通过构建适合于汽车行业的顾客满意度测评方法,了解顾客的需求、消费经历感受以及期望,还要挖掘出客户的潜在需求。数据挖掘技术为企业解决这些问题提供了新的数据方法和解决方案,从大量的调研业务数据中,挖掘出潜在关联的信息和数据,并将这些信息应用于商业决策过程中。

In the era of customers orientation, customers’satisfaction directly affect the service-oriented companies’ business performance and development prospects, and therefore it is highly valued. If auto companies want to get success, they must build the customers satisfaction evaluation methods adapted to the auto industry, understand the customers’ needs, consumption experience feelings and expectations, and dig out the potential needs of customers. In order to solve the management problems, data mining techniques bring new ideas and solutions for enterprises, dig out the potential useful information and data from a large number of actual business data, and apply these information to business decisionmaking process.