Research On CRM Based On Value Theory And Data Mining

Nowadays, Customer Relationship Management is one of the hot areas for research both in China and abroad. It originates from a all-new management model in multinational companies of the United States in 1980s, which spreads quickly to the world and becomes the main means for the enterprises to gain competitive advantage and the important choice for strategic planning because it applies to the buyer-oriented market and contributes to the profits. However, in recent years, the rate of success of supplementing CRM is not as optimistic as expected both in China and abroad, some even abort in the process of planning or hard to function under the present productive and operational conditions. We may find many causes for the high rate of failure, such as lacking the support from the top leaders, not focusing on the business operational procedure, and lacking technical flexibility and organizational coordination and so on. But the key reason is that theory and practice seriously fall apart, that is, practice has no guidance of theory. Although at present information technology has become the framework of CRM, but because of lacking a system of theories on that area, the application of technology is quite blind. The article gives an analysis on the core meaning ,models of the value of custom and relationship in CRM and the ways to complement, puts emphasis on the application of information technology especially data mining technology, a system of integrated implementing methods on strategies and operation for the enterprises, and finally makes a discussion on the application of CRM in retailing, expecting that a bridge of theoretical research and practice about CRM can be built, and a theoretical support and practical guidance for CRM will be provided.