Research On The Application Of Data Mining (Decision Tree) In The CRM Of Tourism Industry

To carry out Customer Relationship Management (CRM) is necessary to improve enterprises' core competition ability. CRM focus on customer resource management by using information technology, in order to assist managers to make practical decisions. And data mining and data warehouse technology are powerful tools to improve the Tightness and accuracy of CRM. Decision tree, as a simple and efficient classification technology is a member of data mining family.This paper referred the advanced ideas and systematic theory research of CRM. And with the combination of the actuality of tourism industry, we built a CRM system for tourism industry based on data warehouse and data mining technology. We analyzed CRM system structure and functional modules with application program, and introduced the characteristics of data storage integration and information processing and analysis. Developing from the typical decision tree learning system IDS and using the idea of weight sum, we did exploring research on the application of decision tree technology, using weight entropy to get predicted attribute and division value, in CRM of tourism industry.