Data Mining In Hotel Marketing Analysis Applied Research

The modern society, information technology widespread application all the various trades and occupations, enhanced the correlation department's efficiency, the benefit, simultaneously also accumulated the massive data message. In order to cause these data to become the useful resources truly, and the prompt discovery useful knowledge, enhances the information the use factor, the people use the data mining technology to process these informations.In recent years, the data mining technology has obtained the widespread attention in the commercial society, becomes more and more popularizes.CRM (Customer Relation Management, is called CRM) the goal is interaction through between the management and the customer, enhances the customer value, the customer degree of satisfaction, the customer loyalty of, and discovered the sale and marketing channel, discovered the new customer, enhances the customer profit technical progress factor, finally realizes enterprise's social efficiency and the economic efficiency enhancement.Applies the data mining technology in the customer relations management may obviously enhance the enterprise the economic efficiency.Flourishes more and more daily along with our country hotel industry also with the international trail connection, hotel marketing consciousness obtains the development in our country hotel industry, the success use CRM system is the hotel is in the invincible position in the intense market competition the effective guarantee.The hotel marketing analysis content are very many, this article research aim is:Provides the support to the hotel marketing administrative personnel's decision-making and the management the CRM system to conduct the research and the design.The research key point is: The hotel customer value analysis and the management, in which use data mining knowledge the K-means cluster, the C4.5 decision tree algorithm conduct the segmentation research to the customer are the main research contents.Has grasped the customer level distribution after the research analysis, the hotel marketing department may plan earnestly, according to the customer different value formulation corresponding concern and the preferential measure, the attraction realistic customer many expends, the maintenance or the promotion becomes the high-quality customer; Carries on the corresponding marketing strategy, the method to the latent customer formulation, causes the latent customer development is the realistic customer, finally enhances the hotel the benefit. This article from started to primary data ETL, to construct the hotel CRM data warehouse, studied the K-means cluster algorithm, the C4.5 decision tree algorithm thoroughly subdivided in the customer the application, has established the customer value appraisal model, finally realized based on the middleware technology hotel marketing analyzes the software the design. The main research results are as follows:(1) has realized to original data ETL; The realization selects the method which the star and the snowflake unifies to construct the hotel CRM data warehouse model, obtains with the marketing analysis related data subset.(2) data pretreatment which subdivides using the K-means cluster algorithm realization customer, carries on the segmentation using the C4.5 decision tree algorithm to the customer.(3) has designed take the customer current value and the increase value as the target hotel customer value appraisal model, and according to value division client base.(4) based on middleware technology CRM system realization.