The Application Of The Data Mining Technology In CRM

Today, market competition is more and more drastic and products are more and more similar in quality. So businesses have changed from production-driven to customer-driven. On this situation, CRM(Customer Relationship Management) has become the trump to success of the enterprise in the cruel market competition. More and more enterprises have or are going to actualize CRM, and more and more suppliers have brought up many CRM solutions. Surely, the leaders' thoughts are progressing, the CRM software is consummating. However, looking at the development of CRM in our country rationally. We can find that the basis of CRM idea in China is still very weak. This is just the reason for why there are so many CRM projects have failed in the end."Good beginning is half of success". When an enterprise is going to start to plan CRM, it must get its orientation, target, strategies and a series of activity to support and realize the strategy target at first. CRM is the recycle process that transforms the customer information into the positive customer relations, but the data mining is the powerful tool that excavates the useful knowledge from the massdatas, the effective utilization of data mining technology in CRM can provide the recent data processing method and more latent information in customer analysis.The CRM is one class of the Management Information System,whose core is to collect data through the customer and their behavior, to excavate potential market and the customer , to expand the advantage of marketplace compete and to enhances the commercial profit.The paper just regards the point as the research object. According to the characteristics of data mining technology in CRM system,the paper outline the CRM system and data mining technology,then analysis the data mining technology in the CRM system practical application, and carry on the analysis to the CRM system's data mining.Then propose the four aspects of data mining patterns such as customer classification, cross-buying, customer obtainer and retention.In view of each kind of data mining pattern, has used the different data mining algorithm. Based the introduction above, the author introduced the realization of the data mining module in the CRM system.In structural terms of the paper, the paper is divided into six chapters.In the first chapter, the paper introduces the research background, current situation and the structure of the paper. The second chapter introduces the concepts of CRM then analyzes and summarize the CRM implement at present. The third chapter introduces the key techniques of CRM--DM(Data Mining). In the fourth chapter, the paper discusses the key technique in CRM's data mining technology, then analyzes each main algorithm; And in the fifth chapter, on the basis of arithmetic and CRM theory, the author comes up with the system design solution and the experiment result. In the last chapter, the author sums up for the whole paper.Finally, the author summarized this paper, and pointed out the trend of the application of data mining technology in CRM and the shortcoming of this paper.