| Customer Relationship Management (CRM) is one of the hotspots of today's management research. Every enterprise should make use of CRM in order to increase business profit margin, improve customer loyalty, decentralize the risk of product line, etc. Also, data-mining play key situation in CRM, including customer analysis, order analysis, and to find the right demand of customer so as to carry out CRM. This is called data-base marketing. The writer tries to apply the data-mining theory into the Automobile spare parts marketing, to resolve the business problem.This thesis first introduces the foundational theories, ideas and methods used in studying of CRM, data-mining. And then this thesis introduces the spare parts business of Dong-Feng-Citroen Automobile Corp. Analyses the problem and the causation, especially discuss the absence of management information system in business area and absence of data analysis application. After that, the writer tries to summarize the key matter of the embarrassment that exists in spare parts business.And then, the writer suggest to take use of the data from enterprise ERP system, make use of the basic means of CRM, data-base marketing. And suggest some scenario for it. The writer analyses the data with technique of summary, find key indicator for valuation etc. This thesis illustrates 4 cases :customer loyalty analysis in the most competitive products, customer loyalty analysis between the most competitive products and non-competitive products, customer loyalty analysis between the most competitive products and non-competitive products between different time, and customer loyalty analysis between the most competitive products and non-competitive products between different market volume. The conclusions of this thesis are proved to great help for customer analysis and product analysis.At last, according to the application of data-base marketing, some problems that should be noticed in Data-base Marketing are mentioned.
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