Customer Relationship Evaluation System Based on BP Neural Network in Electronic Commerce

摘要

Customer relationship management is one of the most concerned marketing and managing strategies in management and research fields. Effective evaluation of customer relationship is the precondition and indemnification to achieve the objective of customer relationship management. The BP neural network is applied in this paper to research the models of customer relationship evaluation, which has great advantages and feasibility. A customer relationship evaluation criteria system based on customer loyalty and customer satisfaction is discussed. This paper also describes analysis of a customer relationship evaluation system based on neural network technology that is implemented using ASP.NET 2.0, SQL Server 2005 and MATLAB, conceptual design of the system, and implementation of the system. The functions of this system include customer evaluation, query, sample data maintenance etc. The better practicability of the customer relationship evaluating method based on the BP neural network is showed by the final results of evaluation.