The Application Of Data Mining To CRM Of Supermarket

As the development of information technology, the relationship between enterprise and Information System is becoming more and more tightness. Furthermore, since China toke part in WTO, many multinational corporations have joined in the market of China. In that case, the enterprises of China face much greater competition, which brings them high stress as well as chance. As there are large amount of operation data, and the foreign companies have begun to use business intelligence which finds useful business information and rules hidden in database, the traditional Decision Support System (DSS) can't feed the requires of managers of China enterprise.Combination of Data Warehouse (DW), On-Line Analytical Processing (OLAP) and Data Mining (DM) is one of the new directions of DDS, and DW is principal part of these technologies. In this new DSS, DW stores data and manages the resources by the means of database, draws the information with OLAP, discovers the knowledge and rules by the arithmetic of DM. To establish DW is the precondition of scientific decision, is also crucial weapon to get superiority in competition.First, this thesis introduces the background knowledge of OLAP and DM as well as DSS, and introduces Microsoft Decision Tree arithmetic and Microsoft Cluster arithmetic in the DM part. Based on applying the limitations of traditional DSS, it puts forward a set of new solution that combine DSS,OLAP and DM to form a type of new DSS. After that, it designs and develops the B/S (Browser/Server) DSS of Supermarket with the ACCESS database of a food supermarket, and describes the process of building DW and Cube in details. Besides the function of management of based information, it builds the Customer Classify model based on Microsoft Cluster arithmetic and the Member Card model based on Microsoft Decision arithmetic, which are the foundations of DM implementation to the DSS. As there is huge amount of data in supermarket, it is a good platform for the implementation of DM. This thesis puts forward a feasible implementation to the CRM(Client Relationship Management)of supermarket, and has the actual reference value for the promotion of DM based on SQL Server 2005.