Credit Sale Management Based On Analytical CRM

Credit sale means that an enterprise agrees customers to pay whole accounts after their accepting the enterprise's goods or service for some time. Its formula is that an enterprise provides goods or service to customers, then takes back payment from customers in a certain day, finally puts it into reproduction or service to carry out normal routine. However, credit sale actually is a loaning relation between the enterprise and customers.Credit sale management aims to reduce the credit risk of customers and maximize profit from customers. Both of they are necessary for enterprises to survive and develop, being in unify and opposite, also are business activities to be done around customers. Besides to rely on normal credit condition for whole society, it's more important to build the system keeping credit risk away in enterprises. It will help to achieve well the target of credit sale management that using theories and methods related in analytical CRM (Customer Relationship Management) research in relation between enterprises and customers.Seen in either macro or microcosmic, research and application in CRM focus on such relation. CRM can be divided into Operational CRM, Analytical CRM and Collaborative CRM according to their function. Analytical CRM, whose core technology is Data Warehouse and Data Mining, is used to data management, data analysis and decision support.Data Warehouse central in customers consolidates and integrates data relating to customers inside enterprise. Based on them, according to predefined business objective, with probe and analysis in mass data on customers, Data Mining will explore connotative business rule, further create relevant analysis and prediction model.Different from bank's credit risk evaluation, based on business feature in normal credit sale enterprises, analyzing and selecting some factorsiieffecting customer's credit, we can constitute a neural network construction for the credit risk assessment. Trained and tested by samples, the model can be built to evaluate customers' credit risk reasonably and actively.However, Credit sale management ultimately aims to achieve effective balance with sale profit and credit risk. Therefore, on the basis of the evaluation for customers' credit, consolidated with the index for sale contribution, Clustering is used to segment customers by their values in order that enterprises maximize customer's value and prioritize resource in enterprises.With the application background of credit sale management in express business, the paper puts forward certain objective and requirement, consolidates and integrates customers' credit formation, assesses customers' credit scores by analytical model. Combined with customers' contribution to the company, customers will be clustered groups by their values, so that they will be served with various measures in credit condition.