Based On Data Mining, Customer Relationship Management Research

With the development of economy and the fierce competition of the market, enterprise management mode is changed from regarding products to customer as the center and Customer Relationship Management (CRM) develops rapidly. However, because of the short time of appearance of CRM, the study and application on CRM isn' t perfect, especially on CRM based on Data Mining (DM), which should be carried out further.On the basis of customer relationship, this thesis analyzes the core idea of CRM based on the analysis of the customer life cycle and the connotation of CRM and the comparison of enterprise management mode, and it argues the implementation methods of CRM in Chinese enterprises. Through the application of CRM is orientated as the data period in the Nolan model, it clarifies the significance of data processing in CRM and argues the basic role of DM in CRM. Through analyzing exiting CRM system structure and combining all the result of theory analysis and research, a set of CRM system structure based on DM is constructed, which is the key part of this thesis. Eventually, it analyses the application of CRM based on DM in a certain City Commercial Bank, which argues the theoretic result of this research.The study contributes people to recognize the core idea of CRM correctly and the role of DM in CRM, and it improves the success rate of the practice of CRM in China. It not only advances the research on CRM based on DM, but also plays an important role in the application of CRM based on DM.