基于客户本体的电信企业客户资料融合研究与实践
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摘要
对于以客户为服务主体的电信企业而言,统一的客户资料可以有效地促进客户关系管理策略的全面实施。然而,在以产品为中心的营销年代,业务支撑系统是分步实施、独立建设的,结果导致客户资料分散,客户信息出现不一致的情况,严重影响了客户服务质量。对于即将到来的以个性化消费为主要特征的3G时代,客户资料的整合更为迫切,客户资料规范化是必由之路。
本体是共享概念模型的、明确的、形式化规范说明,领域本体可以在领域内部达成概念和概念之间关系的共识。本毕业论文拟采用本体构建方法——骨架法构建电信领域客户资料本体并提出机制解决这一问题。
本文提出了电信客户本体的构建和基于本体的电信企业客户资料融合及查询机制。本文通过本体的五元组形式分别给出了电信客户本体的概念及关系,电信客户本体函数集,电信客户本体公理集以及电信客户本体的OWL描述。随后本文提出了基于本体的电信企业客户资料融合及查询机制。在融合机制中,分别从新系统构建和既有系统融合,功能和数据视图给出融合机制及步骤。在查询机制中,分为三个层次,本体检索、本体存储和信息存储给出了机制设计。
最后本文给出了基于本体的电信企业客户资料融合系统的设计和实现。按照软件工程的步骤,分别阐述了系统的设计目标、需求分析、概要设计和详细设计及实现。对核心模块——本体库管理及基于本体的信息查询的方法进行了详细阐述,并展示了系统应用界面。
总之,电信客户本体为在新的电信系统中形成客户资料以及在现有系统间集成客户资料提供指导。因此,统一的客户资料可以根据即将到来的3G时代不同的市场需要进行分析和重用。
According to customer service-centered goal of telecom enterprise, customer profile integration could make the execution of customer relationship management strategy more effectively and thoroughly. However, in the past product-centered marketing times, BOSS (Business Operations Supporting System) was established step by step and thus result in the fact that customer profile is sparse and inconsistent among various systems, which significantly decreases the satisfaction of customer services. When China is entering 3G times in which individualized service is characterized, customer profile integration and standardization is more critical.
In this dissertation, ontology theory is introduced into this area through which diverse customer profile pattern could reach an agreement over concepts and relations within specific domain. The skeleton method, a kind of ontology construction methodology, is adopted here to build telecom customer profile ontology. The telecom customer ontology is proposed by five parts: concept, relation, function, axiom and individual. Also the formal definition of telecom customer ontology is given in OWL.
Besides, a new mechanism is proposed to achieve customer profile integration in telecom enterprise through mapping discrete customer information from legacy systems to the above mentioned customer profile ontology to establish a customer profile integration system. Constrains of the concepts and properties could help solve the problem of confliction in mapping and updating the customer profile. The mechanism is proposed by two scenarios, which are building new systems and integrating legacy systems. Moreover, a query mechanism is given by three levels, ontology query, ontology storage and information storage.
Finally, a prototype system is built to verify this mechanism. The design and implementation of this system is introduced by steps in software engineering like target, requirement analysis, overall design and component design. We also introduce the detailed implementation function for core components like ontology base management and intelligent information query. Also, a system usage example is given.
In conclusion, this customer profile ontology could give a guideline in constituting customer profile in new systems and achieving the integration over various legacy systems. As a result, the integrated customer information could be (re)used and analyzed for diverse marketing purposes in the coming 3G times of China.
本体是共享概念模型的、明确的、形式化规范说明,领域本体可以在领域内部达成概念和概念之间关系的共识。本毕业论文拟采用本体构建方法——骨架法构建电信领域客户资料本体并提出机制解决这一问题。
本文提出了电信客户本体的构建和基于本体的电信企业客户资料融合及查询机制。本文通过本体的五元组形式分别给出了电信客户本体的概念及关系,电信客户本体函数集,电信客户本体公理集以及电信客户本体的OWL描述。随后本文提出了基于本体的电信企业客户资料融合及查询机制。在融合机制中,分别从新系统构建和既有系统融合,功能和数据视图给出融合机制及步骤。在查询机制中,分为三个层次,本体检索、本体存储和信息存储给出了机制设计。
最后本文给出了基于本体的电信企业客户资料融合系统的设计和实现。按照软件工程的步骤,分别阐述了系统的设计目标、需求分析、概要设计和详细设计及实现。对核心模块——本体库管理及基于本体的信息查询的方法进行了详细阐述,并展示了系统应用界面。
总之,电信客户本体为在新的电信系统中形成客户资料以及在现有系统间集成客户资料提供指导。因此,统一的客户资料可以根据即将到来的3G时代不同的市场需要进行分析和重用。
According to customer service-centered goal of telecom enterprise, customer profile integration could make the execution of customer relationship management strategy more effectively and thoroughly. However, in the past product-centered marketing times, BOSS (Business Operations Supporting System) was established step by step and thus result in the fact that customer profile is sparse and inconsistent among various systems, which significantly decreases the satisfaction of customer services. When China is entering 3G times in which individualized service is characterized, customer profile integration and standardization is more critical.
In this dissertation, ontology theory is introduced into this area through which diverse customer profile pattern could reach an agreement over concepts and relations within specific domain. The skeleton method, a kind of ontology construction methodology, is adopted here to build telecom customer profile ontology. The telecom customer ontology is proposed by five parts: concept, relation, function, axiom and individual. Also the formal definition of telecom customer ontology is given in OWL.
Besides, a new mechanism is proposed to achieve customer profile integration in telecom enterprise through mapping discrete customer information from legacy systems to the above mentioned customer profile ontology to establish a customer profile integration system. Constrains of the concepts and properties could help solve the problem of confliction in mapping and updating the customer profile. The mechanism is proposed by two scenarios, which are building new systems and integrating legacy systems. Moreover, a query mechanism is given by three levels, ontology query, ontology storage and information storage.
Finally, a prototype system is built to verify this mechanism. The design and implementation of this system is introduced by steps in software engineering like target, requirement analysis, overall design and component design. We also introduce the detailed implementation function for core components like ontology base management and intelligent information query. Also, a system usage example is given.
In conclusion, this customer profile ontology could give a guideline in constituting customer profile in new systems and achieving the integration over various legacy systems. As a result, the integrated customer information could be (re)used and analyzed for diverse marketing purposes in the coming 3G times of China.
引文
[1]Larry Bossidy,Ram Charan Confronting Reality:Doing What Matters to Get Things Right Crown Business 2004 18-32
[2]科尔尼公司 电信运营商组织模式的改变 科尼尔公司报告 2004 156-188
[3]韦乐平 电信网的技术转型和下一代网的发展和演进 电信科学 21(1)2005.12 1-6
[4]王广宇 客户关系管理(CRM)网络经济中的企业管理理论和应用解决方案 经济管理出版社 2001 10-15
[5]胡晓蓉 电信业如何精准营销? 中国电信业 7(1)2007.8 5-8
[6]邓志鸿,唐世渭,张铭等 Ontology研究综述 北京大学学报 38(5)2002.2 730-738
[7]Neches R,E.Fikes etc Enabling Technology for Knowledge Sharing AI Magazine 12(3)1991.3 36-56
[8]T.Gruber Ontolingua:A Translation Approach to Portable Ontology Specifications Knowledge Acquisition 5(2)1993.5 199-220
[9]TM Forum Enhanced Telecom Operations Map(eTOM)The Business Process Framework Release 6.0 TeleManagement Forum Morristown NJ 2005
[10]TM Forum Shared Information/Data(SID)Model Addendum 2 Customer Business Entity Definitions Release 6.0 TeleManagement Forum Morristown NJ 2005
[11]Borgo S.,Guarino N.An Ontological Theory of Physical Objects In Cortona Pro-ceedings of 1997 Workshop on Qualitative Reasoning(QR 97)Italy 1997
[12]Studer R,Benjamins V R Fensel D.Knowledge Engineering,Principles and Methods Data and Knowledge Engineering 25(122)1998.10 161-197
[13]杜小勇,李曼,王珊本体学习研究综述 软件学报 17(9)2006.9 1837-1847
[14]KIF http://logic.stanford.edu/kif/kif.html
[15]ONTOLINGUA http://www.Ksl.Stanford.Edu/software/ontolingua/
[16]LOOM http://www.isi.Edu/isd/LOOM/LOOM.HOME.html
[17]朱立,范启通 基于F-logic的概念语义网 计算机工程23(6)1997.6 48-53
[18]SHOE http://www.cs.umd.edu/projects/plus/shoe/
[19]XOL http://www.ai.sri.com/pkarp/xol/
[20]RDF http://www.w3.org/RDF/
[21]OIL http://www.ontoknowledge.org/oil/
[22]DAML http://www.daml.org/
[23]OWL http://www.w3.org/2004/OWL/
[24]Benedicte Le Grand,Michel Soto XML Topic Maps and Semantic Web Mining http://www.idealliance.org/papers/xml2001/papers/html/04-04-05.html
[25]R.StuderV.R.Benjamins D.Fensel Knowledge Engineering Principles and Methods Data and Knowledge Engineering 25(1-2)1998.5 161-197
[26]金芝 知识工程中的本体论研究 见世纪之交的知识工程与知识科学 陆汝钤 北京:清华大学出版社 2001 125-135
[27]Fox M.S.The TOVE Project:A Common-sense Model of the Enterprise Industrial and Engineering Applications of Artificial Intelligence and Expert Systems 1992 25-34
[28]Lenat Guha Building Large Knowledge-based System:Representation and Inference in the CYC Project Addison-Wesley Press 1990 56-72
[29]Arpirez Vega Julio Cesar,Gomez-Perez Assuncion,Lozano Tello Adolfo e Pinto Helena Sofia ndrade N.P.(ONTO)2Agent:An ontology-based WWW broker to select ontologies In proceedings do Workshop Applications of Ontologies and Problem Solving Methods realizado urante a conferencia European Conference on Artificial Intelligence,ECAI98 Brighton Reino nido 1998 123-136
[30]FENSELL http://ksi.cpsc.ucalgary.ca/KAW/KAW98/fensell/
[31]ONTOSEEK http://www.loa-cnr.it/Papers/OntoSeek.pdf
[32]Eneko Agirre,German Riau A proposal for Word Sense Disambiguation Using Conceptuai Distance CMP-LG 1(10)1995 23-32
[33]肖敏 客户本体建立及形式化的理论研究[学位论文]上海 上海交通大学 2004
[34]Carsten Lutz,Frank Wolter,Michael Zakharyaschev A Tableau Algorithm for Reasoning about Concepts and Similarity LNAI 2003 12(5)135-149
[35]Uschold M Tate A Putting ontologies to use The Knowledge Engineering Review 13(1)1998 1-3
[36]武成岗,焦文品,田启家 基于本体论和多主体的信息检索服务器 计算机研究与发展2001 38(6)641-647
[37]徐振宁,宋阔益,张维明等 基于本体的语义信息查询系统的研究与实现 计算机工程2002 28(12)6-8
[38]T.Gruber Ontolingua:A Translation Approach to Portable Ontology Specifications Knowledge Acquisition 1993 5(2)199-220
[39]杜小勇,李曼等 语义Web与本体研究综述 计算机应用 24(10)2004 1-4
[40]L aw rence S,Giles C L Accessibility and distribution of information on the Web Nature 1999 400(1)107-109
[41]Sang Bong Yoo,Yeongho Kim.Web-based Knowledge Management for Sharing Product Data in Virtual Enterprises International Journal of Production Economics 75(1)2002173-183
[42]Jena-A Semantic Web Framework for Java http://jena.sourceforge.net/
[43]丁晟春 顾德访 Jena在实现基于Ontology的语义检索中的应用研究 现代图书情报技术 10(1)2005.10 5-9
[44]Noyf.N.Ontology evelopment:a guide to creating your first ontology.Stanford knowledge systems laboratory technical report ksl-01-05 and Stanford medical informatics technical report smi-2001
[45]M.Uschold,M.King The Enterprise Ontology The Knowledge Engineering Review 13(1)1998 31-89
[46]Anonymous Data Integration Software-Informatica Products InformaticaInc http://www.informatica.com/products/default.htm 2007
[2]科尔尼公司 电信运营商组织模式的改变 科尼尔公司报告 2004 156-188
[3]韦乐平 电信网的技术转型和下一代网的发展和演进 电信科学 21(1)2005.12 1-6
[4]王广宇 客户关系管理(CRM)网络经济中的企业管理理论和应用解决方案 经济管理出版社 2001 10-15
[5]胡晓蓉 电信业如何精准营销? 中国电信业 7(1)2007.8 5-8
[6]邓志鸿,唐世渭,张铭等 Ontology研究综述 北京大学学报 38(5)2002.2 730-738
[7]Neches R,E.Fikes etc Enabling Technology for Knowledge Sharing AI Magazine 12(3)1991.3 36-56
[8]T.Gruber Ontolingua:A Translation Approach to Portable Ontology Specifications Knowledge Acquisition 5(2)1993.5 199-220
[9]TM Forum Enhanced Telecom Operations Map(eTOM)The Business Process Framework Release 6.0 TeleManagement Forum Morristown NJ 2005
[10]TM Forum Shared Information/Data(SID)Model Addendum 2 Customer Business Entity Definitions Release 6.0 TeleManagement Forum Morristown NJ 2005
[11]Borgo S.,Guarino N.An Ontological Theory of Physical Objects In Cortona Pro-ceedings of 1997 Workshop on Qualitative Reasoning(QR 97)Italy 1997
[12]Studer R,Benjamins V R Fensel D.Knowledge Engineering,Principles and Methods Data and Knowledge Engineering 25(122)1998.10 161-197
[13]杜小勇,李曼,王珊本体学习研究综述 软件学报 17(9)2006.9 1837-1847
[14]KIF http://logic.stanford.edu/kif/kif.html
[15]ONTOLINGUA http://www.Ksl.Stanford.Edu/software/ontolingua/
[16]LOOM http://www.isi.Edu/isd/LOOM/LOOM.HOME.html
[17]朱立,范启通 基于F-logic的概念语义网 计算机工程23(6)1997.6 48-53
[18]SHOE http://www.cs.umd.edu/projects/plus/shoe/
[19]XOL http://www.ai.sri.com/pkarp/xol/
[20]RDF http://www.w3.org/RDF/
[21]OIL http://www.ontoknowledge.org/oil/
[22]DAML http://www.daml.org/
[23]OWL http://www.w3.org/2004/OWL/
[24]Benedicte Le Grand,Michel Soto XML Topic Maps and Semantic Web Mining http://www.idealliance.org/papers/xml2001/papers/html/04-04-05.html
[25]R.StuderV.R.Benjamins D.Fensel Knowledge Engineering Principles and Methods Data and Knowledge Engineering 25(1-2)1998.5 161-197
[26]金芝 知识工程中的本体论研究 见世纪之交的知识工程与知识科学 陆汝钤 北京:清华大学出版社 2001 125-135
[27]Fox M.S.The TOVE Project:A Common-sense Model of the Enterprise Industrial and Engineering Applications of Artificial Intelligence and Expert Systems 1992 25-34
[28]Lenat Guha Building Large Knowledge-based System:Representation and Inference in the CYC Project Addison-Wesley Press 1990 56-72
[29]Arpirez Vega Julio Cesar,Gomez-Perez Assuncion,Lozano Tello Adolfo e Pinto Helena Sofia ndrade N.P.(ONTO)2Agent:An ontology-based WWW broker to select ontologies In proceedings do Workshop Applications of Ontologies and Problem Solving Methods realizado urante a conferencia European Conference on Artificial Intelligence,ECAI98 Brighton Reino nido 1998 123-136
[30]FENSELL http://ksi.cpsc.ucalgary.ca/KAW/KAW98/fensell/
[31]ONTOSEEK http://www.loa-cnr.it/Papers/OntoSeek.pdf
[32]Eneko Agirre,German Riau A proposal for Word Sense Disambiguation Using Conceptuai Distance CMP-LG 1(10)1995 23-32
[33]肖敏 客户本体建立及形式化的理论研究[学位论文]上海 上海交通大学 2004
[34]Carsten Lutz,Frank Wolter,Michael Zakharyaschev A Tableau Algorithm for Reasoning about Concepts and Similarity LNAI 2003 12(5)135-149
[35]Uschold M Tate A Putting ontologies to use The Knowledge Engineering Review 13(1)1998 1-3
[36]武成岗,焦文品,田启家 基于本体论和多主体的信息检索服务器 计算机研究与发展2001 38(6)641-647
[37]徐振宁,宋阔益,张维明等 基于本体的语义信息查询系统的研究与实现 计算机工程2002 28(12)6-8
[38]T.Gruber Ontolingua:A Translation Approach to Portable Ontology Specifications Knowledge Acquisition 1993 5(2)199-220
[39]杜小勇,李曼等 语义Web与本体研究综述 计算机应用 24(10)2004 1-4
[40]L aw rence S,Giles C L Accessibility and distribution of information on the Web Nature 1999 400(1)107-109
[41]Sang Bong Yoo,Yeongho Kim.Web-based Knowledge Management for Sharing Product Data in Virtual Enterprises International Journal of Production Economics 75(1)2002173-183
[42]Jena-A Semantic Web Framework for Java http://jena.sourceforge.net/
[43]丁晟春 顾德访 Jena在实现基于Ontology的语义检索中的应用研究 现代图书情报技术 10(1)2005.10 5-9
[44]Noyf.N.Ontology evelopment:a guide to creating your first ontology.Stanford knowledge systems laboratory technical report ksl-01-05 and Stanford medical informatics technical report smi-2001
[45]M.Uschold,M.King The Enterprise Ontology The Knowledge Engineering Review 13(1)1998 31-89
[46]Anonymous Data Integration Software-Informatica Products InformaticaInc http://www.informatica.com/products/default.htm 2007