Based On Data Mining, Customer Relationship Management (crm)

Nowadays, information technology is developing at a very fast speed. Enterprises are facing the unprecedented challenges of market and customers' individualization. The value of customers has more profound and lasting influence on the value of enterprises. Under this kind of situation, in order to be the winner of the severe competition, enterprises must absorb advanced theory of management in good time, use advanced information technology and data analytical method, get the information of the market fleetly, realize the changes of the market, put up scientific analysis of the market and make scientific decisions. CRM (customer relationship management), as an advanced management ideology which is customer-center, establishes a lasting and systemic customer relationship by the most satisfaction of customers' benefits, improve the value of single customer, achieve the manage aim of great increasing of enterprises' profits. The aim of CRM is on one hand attracting and keeping customers by providing faster and more judgmatical good service, and on the other hand cutting the cost by the all-round administration of operational procedure. Currently, the automatization of enterprises' operational procedure and the widely application of DBMS (data-based management system) make enterprises get and storage a large number of historical data of the relating customers' information. It establishes the foundation of the application of CRM. However, in the numerous of data, which is the valuable information? What kind of relationship between the information? How to use the information effectively to transform it into policy and measures available to enterprises? Data Mining as an advanced data analysis method is an effective implement for further analysis of customers' data. The CRM system bases on the Data Mining is the final embodiment of application of Data Mining in CRM. It is the best way of helping enterprises to achieve the fixed aim. This paper discusses the basic theory of CRM and Data Mining; how to apply Data...