The Application Research Of Data Mining Technology In The Real Estate Customer Relationship Management

In the fierce competition in the real estate market,the customer is the basis of survival,maintain and expand customer resources is of great significance for the real estate enterprise survival and development of customer relationship.Based on the in-depth study of customer segmentation related references,construct the index system of customer segmentation,and the data mining algorithm is applied to the customer segmentation.According to the actual real estate customer relationship management business functional requirements,design and implementation of the B/S framework of customer relationship management system,the real estate customer relationship data for effective management and maintenance.The main contents of this paper are as follows:(1)Through the actual investigation of real estate enterprise sales department to obtain customer relationship management of the key content and the need to effectively solve the practical problems,summed up the system to achieve the required functional requirements,the system architecture and function module design.(2)According to the characteristics of the real estate enterprise customers,the design of customer segmentation index system and customer segmentation model.On the basis of in-depth study of customer segmentation,the index system of customer segmentation is built from two aspects of customer value and customer loyalty.(3)Using K-means algorithm to achieve the processing of customer information data,the design of the framework of customer segmentation model.At the same time,in order to improve the efficiency of the algorithm,the method of principal component analysis is used to reduce the dimension of the collected data.(4)According to the needs of customer subdivision index system,from companies in the extraction of 40 customer sample data,and the SPSS software on the sample data of pretreatment and principal component analysis,access to customer segmentation results,and for different types of customers put forward different customer relationship management recommendations.(5)According to the system user needs analysis and design of the system to achieve the development of each module.