Research On Customer Relationship Management Based On Data Mining

As far as corporations were concerned, Instead of the modality and quality of production, the competition between them is to scramble for consumers. To possess consumers is to own everything. Facing with the drastic market contest, the enterprises are well aware of the importance which about the permanent relationship with clients and transfer its competitive strategy from productive-center to customer-center. Customer relationship management is an e-commerce solution that can promote the market competition ability of enterprise by managing customer's data. Both CRM and ERP (Enterprise Resource Planning) and SCM (Supply Chain Management) build up the bases of information infrastructure of an enterprise.The core of CRM is centralized manage the customer resource which use information technology. It combined the analyzed and disposal customer information with all kinds of operation fields about the consumers. That means every department could share customer resource such as marketing department product promotion customer services and technology sustain. The enterprise can provide the pertinent services according to customer's favorites and needs. It could promote the customer satisfaction and customer faithfulness and boost the enterprise's profits.The dissertation introduces the fundamental theory of CRM. At first, it brings out the research background written situation and puts forward the definition of CRM. It analyses the basic connotation characteristics and analysis models. And expatiate CRM from Economics and Marketing. Following, the thesis introduces the principles and the practical model of Data Mining. And based on the Data Mining technology and application model, Let Data Mining technology apply on CRM. At last, it analyzes a concrete case which is a telecommunication company and indicates that how to carry out CRM which using Data Mining technology.The thesis starts with basic connotation of customer-oriental, and brings forward three connotations, which derived from CRM and analyses their relationship. The paper also put forward the characteristics of CRM: connotative mechanism strategic. These concepts have conductive significant for the structure designed analyze capability practices realize and popularize system. It discussed several CRM analyses models can help to intensify the qualification index of CRM, and also propitious to exert sufficiently the using of DM applying in CRM. As for the analysisof commercial values about DM in CRM and some questions which in exerting DM, it definitude the basis problems which about DM applied in CRM.