Research On Customer Segmentation, Acquisition And Retention Based On The Clustering In CRM

Economic Globalization and electronic commerce have made the competition more intensely which the corporations are confronted with. The ability to manage the customers efficiently has become to be a determinant factor that affects corporations'surviving and development. The research on customer segmentation, customer acquisition and customer retention in corporations has significant value in theory and practice to recognize the nature of customer relationship management (CRM).It is also important to improve the marketing ability and the decision ability based on the fact and gains a true competitive advantage: the ability to carry out the aim of customer acquisition, customer retention under restricted fund budget and increase the efficiency of assigning resource. Under the background, by using marketing, data mining and decision theory and methodology, the mechanism of customer relationship management, decision models and strategies and the decision methods in corporations were investigated systematically as following.Firstly, based on the analysis customers'database in detail, and combined with the advice from experts, the mining goal was setup: computing the customers' current values and potential values, using cluster analysis to segment customers into clusters, which help to make and adjust marketing policy.Secondly, towards characters of data in customers'information database and the object of this research, this paper use data mining technique to analysis customer information, based on the customer clusters the marketing optimal model of customer acquisition and customer retention are proposed.Finally, the research provides a detailed summary toward those researches work done, and give prospect to the next step.