Based On Data Mining, Customer Value Management Studies

This article focus research on the intergration of customer value management (CVM) and data mining (DM) technology and the application of CVM based on DM.CVM is the core and basis of customer relationship management (CRM),and the analysis of customer value(CV) is the startpoint of marketing decision and product strategy.Based on the former research on customer value in marketing theory,this paper introduces the content of CV and the key indexes of CV measurement,then imports the CV theory into DM technology,furthermore constructs different CV analysis model,including measurement model,regression model,clustering model and ABC model.The analysis results of data mining should support the CRM decision,so this article introduces the decision support system framework integreted with customer value management,customer relationship management system,data warehouse system and so on.For customer value management,this article analyzes its application both in mobile telecommunication and bank industries to prove the validity of the fore data mining models,otherwise the results will conduce to the customer value management in these two industries.