Electronical Customer Relationship Management (eCRM) Based On DataMining Technology

With the advent of knowledge economic epic and the trend of global economy, the more and more intense competition among enterprises, winning customers become the important key to success and profit source. Because the enterprise capital, technology and business model are easier and easier to simulate, while the relationship with customers is built on accumulating customer transaction information and deep familiarization with customer requirement, which cannot be replicated, winning customer is the key to build enterprise kernel competition in electronic business age. The wide application of Internet greatly improves customer's knowledge power. Also some people believe that the intense marketing competition caused by economic globalization makes the customers more and more difficult to tract. Whatever reasons, we are sure that the global redistribution of information and technology resource makes the customers have more and more choices caused by the competition among enterprises. Facing the challenge of "electronic customer", many enterprises collect and store valuable data of customers, vendors and business partners. Because of lacking the ability to find out the implicit information in the valuable data, these enterprises cannot change the data into knowledge. Thus enterprises should exploit advanced data mining technology to analyze the background data and past transaction data, get knowledge and win the customer.This paper studies related theories of electronic customer relationship management (eCRM), combines the data mining mechanism and technology into the implementation of eCRM. Based on the study of function models of eCRM system, this paper solves the data analyze methods, exploits data mining technology algorithms to construct proper customer life cycle model, predicts future trend, and implements the application of data mining technology in eCRM.The paper is organized as follows:Chapter 1, eCRM, studies the origin, content and architecture of eCRM, proposes the basic principles of customer satisfaction, customer life cycle, increasing customer revenue, customer targeted, customer keep, and so on.Chapter 2, data mining technology, presents data ware technology and its characteristic, mechanism, process, model, analyze technology and mining tools, and so on.Chapter 3, the key questions of data mining technology in the application of eCRM, introduces the system function models of eCRM, and the system application model based on data mining technology, proposes the data mining procedure of eCRM system., and presents the method to get customer data from Internet, and builds the database table structure of Internet bookstore.Chapter 4, example, the data mining algorithm design of a Internet bookstore eCRM, presents the neural network algorithm of getting new customers, decision tree algorithm to keep old customers, the clustering algorithm to improve customer satisfaction.This paper has the following innovations.(1) Combine both quality and quantity methods, exploit "the latest technology in both the social science and natural science, propose the data mining technology application of three algorithms to eCRM of Internet bookstore: neural network algorithm of wining new customers, decision algorithm to keep old customers, and clustering algorithm to improve customer satisfaction.(2) summarize the principles of customer satisfaction, increasing customer revenue, customer targeted, customer keep, construct customer life cycle model.