Data Mining, Customer Relationship Management In E-commerce Businesses

With the development of web technology and network technology, more and more enterprises use the electronic commerce to deal with e-business. With strongly market competition, customers are becoming one of the most important resources of enterprises. With increasing of e-business, the business data is saved in the web Data Warehouse. Data mining which can find out rules and knowledge so that to support CRM and to improve competition of enterprises.CRM is a platform of enterprises and customers. It is implemented in the fields to the customers such as sale, sales promotion, service & technical support and correlative domain.This paper aims to improve competition of enterprises and to transfer customer data into customer value. Mainly discuss B-B and B-C model, adding web data mining methods into CRM so that CRM becomes intellectualized.In the B-C model, using construct mining and usage mining with association rule and sequential pattern to reveal customer's action pattern and purchase hobbies. Basing on this discover, supports individual sales to customers. On the one side, customer obtains production which he wanted. On the other side, enterprise obtains profit; Using text mining to classify the customer's opinion into dissatisfaction or praise.In the B-B model, using trade record and trade files with C4.5 algorithm which is belongs to decision tree to analyze different sort of customers. Basing on different types, enterprise uses different sales promotion to solidify old customers and to develop new customers so that to increase loyalty to enterprise so that to build up model of enterprise.In my paper, I designed a CRM system which based on electronic commerce. The CRM system contains forehand platform, background platform and operation platform. Forehand platform contains customer mutual module which is contact with customers and puts the trade data into the web Data Warehouse; Operation...