Data Mining Model For The Retail Customer Relationship Management

From 1990's, with the increasing vehemence of market competition and the current of economic globalization, because the trivial affair now can be well done by continually developing information technology, many enterprisers and scholars begin to put the more attention to the management of customer resources than the improvement of inner management. And then, they put forward the concept of customer relationship management. We generally think that if a corporation implements CRM, it can serve its customers better, hold and expand customers furthest, and improve the power of competition. The realization of CRM can be thought in two aspects. One aspect is management for settling the problem of managing idea, the other is technology to provide technical support to the new management modal, and data mining (DM) is the core of this support. Many research fruits on CRM are based on the aspect of management. So, this thesis didn't discuss the management idea of CRM. It researched and discussed CRM through DM closely at the basis of introducing basic theories of CRM and other relative technologies with the example of retailing.At first, this thesis described the necessary of implementing DM in CRM systems at on the basis of explaining the elementary concepts and principles of CRM and DM, constructed a CRM system framework with the center of DM. Then, it ameliorated and expanded the models of traditional association rule and decision tree for classification, put forward association rule with time constraint and fuzzy decision tree for classification. The thesis amended traditional algorithms and showed the application methods of new models.