Research On Customer Relationship Management Strategy Based On Data Mining Of WMT Company

Customers are an important resource for enterprises and an important source of competitive advantage.Nowadays,under the leadership of the buyer's market environment,the customer role has gradually changed from passive procurement to co-developers of new products and services,as well as corporate partners and value creators.A company with core competitiveness and sustainable profitability is based on the modern value chain to think from the customer's point of view,create value for customers,plan the service and technology direction of the company from the perspective of customer demand,and guide resource input,Gain corporate assets and competitive advantage.Through the analysis of the status quo of WMT company's customer relationship management,this paper finds that the company's customer resource allocation is not good,customer segmentation standard is single,and marketing methods are extensive.Based on the above problems,using the customer segmentation method,the product attribute tag library,customer tag library,and employee tag library are established in the database,which realizes customer segmentation,product segmentation,and employee segmentation.On the basis of customer segmentation,the customer evaluation model is established by using comprehensive evaluation analysis method,and the customer resources are optimized and matched according to the customer value utilization index;the new requirements of the customer are discovered by using the association rules,and the product is accurately recommended;Class analysis classifies customers,adopts differentiated marketing resource allocation plans and marketing strategies for different customer groups,saves marketing costs and improves output levels.On the basis of the above analysis,exqplore the optimization measures of WMT company customer management and customer marketing.The main conclusions of this paper:First,the customer is an important resource of the company,and the optimal allocation of customer resources helps to improve the utilization of customer value and enhance the competitiveness of the company.Second,through the method of associating rules,we find out the customer's consumption demand,and then implement cross-selling to customers to improve the accuracy and effectiveness of the recommendation.Third,the customer's consumption preference is significant,Through cluster analysis,the customer is divided into categories,and differentiated marketing methods and strategies are adopted for different categories to achieve the purpose of refined marketing.In short,through the data mining method,the analysis model is established,and the analysis results are applied to customer management and customer marketing,which can improve the efficiency of customer resource allocation,achieve accurate recommendation and refined marketing.