Research On Data Mining Application In Customer Relationship Management

Customer relationship management (CRM) is a heated topic in recent years. It has already attracted extensive concern from many scholars and practitioners. Business enterprises, by establishing convenient communication with customers, carrying out the concerned about customers, and creating higher value for the customer, can raise the customer's satisfaction and loyalty, and then carry out higher profits and long-term development of the business.Data mining technique is one of the key techniques carrying out the Customer Relationship Management. Business enterprises, on the basis of the data about customer and detailed transaction, can make use of data mining to discover valuable knowledge about customers such as customer's figures and their purchasing patterns, so to guide the practice in customer relationship management.This thesis analyzes the domestic and foreign correlations research and the application present situation, and studies analysis CRM in retail application frame.Then it emphasizes on the study ,practice and analysis on data mining models such as association rule, clustering, decision tree and the artificial neural network, and discusses its application in the aspects of customer subdividing, crossing-selling and customer churn. By the research of this thesis, we can recognize the essence of customer relationship management theories, and find the interesting mode in customer relationship management, providing the beneficial reference for practice in retail, and food for thought in the application of the data mining in customer relationship management.