Research On The Model And Arithmetic Of Customer Behavior Oriented Data Analysis Based On Relationship Marketing

Relationship marketing strategy contributes to marketing possessing, competition advantage, enterprise survival and development. Consequently many companies set start to carry out it. However, unfortunately, some of the companies suffered from total failure. This paper, according to relationship marketing theory, analyzed the reason, and found many companies had failed to grasp the soul of relationship marketing, which resulted in various kinds of problems. The author associated with the study of customer behavior, and put forward a model to solve these problems thoroughly, which was trying to make a good acknowledge of customer behavior in two aspects: purchasing behavior and customer loyalty. Purchasing behavior was divided into three parts: purchasing object, purchasing time and purchasing cycle. The model purposed by this paper offered various arithmetic according to different data analysis target, and the whole data analysis model was excepted to help the enterprises to know their customers' behavior well and to make decisions to satisfy their customers, and in the long term, to set up a firm relationship with the customers. This paper also illustrated the arithmetic by some simple cases for better understanding and easier utility.