Study On The Potential Customer Development And Analysis Of Customer Loyalty

In world of big data. The ways of enterprises to manage customer are not only the traditional promotion and marketing tools, but also need to use data information processing technology to help enterprises to complete customer relationship management(CRM).However, CRM and integrated information technology in our country started relatively late, and the relevant application and system is not yet mature. It still can not give solutions especially for some specific problems analysis, part of the function modules are still in development stage. So, this paper chose the two concrete problems :potential customer development and customer loyalty analysis, in the CRM to study, and try to find the solution using data analysis.By studying the development of potential customers, we can understanding the needs of customers more clearly. If you have the appropriate methods and channels to develop potential customers, can make the enterprise to avoid useless effort, help to find the potential customer precisely, then implement targeted business strategy.The idea of develop potential customers is to focus on the products,find out the relationship between products by improved Apriori algorithm, and find what other needs do the customers have who bought a certain product. Or through the guidance of the rules, make targeted marketing strategy, attract potential customers and improve the economic benefit at the same time.When improved Apriori algorithm,we introduced the profit contribution value and the idea of weighted support into the process in order to reduced the association rules and improved the practicability of the rules.Research in customer loyalty can understand customer situation as a whole. To assess customer loyalty level, the enterprise can clear understand the customer quality and their position in the market.Fristly, we research customer loyalty from two aspects, attitude and behavior, and then build the attitude-behavior loyalty model. Then, Adopted the Density-Based Spatial Clustering of Applications with Noise Algorithm to analysis the customer loyalty from two dimensions of attitude and behavior. By mining existing customers purchasing data without using questionnaire survey, assess customer loyalty category, make better customer care plan. Finally,Through the analysis of the actual data of the enterprise proves that both of methods are maneuverability and practicability.