Data Mining Research In Communication Equipment Manufacturing Industry CRM

With the growing competition in communication equipment manufacturing industry, the model is being converting from the traditional way(which regards the products as the focus, the cost control as the goal, the products, price, sale place and counter service as the main attention)into a new one(with the center of customer and market, with the direction of customer's values and psychology).This conversion makes communication equipment manufacturing industry fully realizes the importance to adopt new technology, new idea in the course of procession. CRM (Customer Relationship Management) is a customer-centric management model. Through its client-oriented businesses in all areas of workflow automation, using the database, data warehouse, data mining, and other technical means, it practice such marketing concepts in the daily operation of enterprises, and this result will be transformed into enterprises decision support, in order to achieve a data-driven business decision-making process. Date mining is an effective way to explode a large amount of enterprise's data and find hidden and unknown rules or to testify known laws, it is also a commonly used tool to analyze CRM system.On the basis of the introduction of customer relationship management and data-mining in this essay, according to the actual needs of communication equipment manufacturing industry, the essay clarities the goal of CRM system in communication equipment manufacturing industry, and identifies the functions and structure of CRM system. CRM system for communication equipment manufacturing industry should own several basic functions: consumer-touching, information management and analysis model, consumer-analyzing function, personal service. The layering construction of communication equipment manufacturing industry CRM system includes four layers: touching layer, analyzing layer, decision layer and consumer service layer. Communication equipment manufacturing industry CRM system mainly contain three function model: data warehouse and online analysis sub-system, data-mining sub-system and sales management sub-system.At last and also the important part, data-mining sub-system clarities that customer remaining and potential customer mining are the most important parts in data mining for communication equipment manufacturing industry CRM, meanwhile, association rules, collection and classifying method are the precondition of customer remaining and potential customer mining, so it's accuracy directly influences the quality of decision information provided by CRM system. In the part of customer remaining, the mining methods BUC and FP-growth which are based on association rules are mainly adopted. In the part of potential customer mining, the mining methods collection and C4.5 are mainly adopted, this way will spend too long time and influence the general speed of CRM system. The essay based on C4.5 proposes two new methods and solves the shortcomings discussed above.