Research On The Application Of DM Technology In CRM Business Area

CRM (Customer Relationship Management) is a kind of enterprise mechanism. By contacting with customers, enterprises may know them and their behaviors well, so that they can retain the customers and improve the profit. By implementing CRM, customers' situation may be analyzed, and so that different contribution may be cleared.This thesis clarifies the DM (Data Mining) technology background and the practical problems in CRM area. It also reviews the business value and function after using DM in CRM, including customer fractionize, customer require, product recommend, and customer retain.The core ideas of this framework are the business-logic middle level and the CDW (Customer Data Warehouse) centered architecture. The business-logic middle level separates the data mining algorithm level and the business application level to make them independent with each other. The general business-logic level also makes our CRM data mining system to be a general system that can be deployed in various organizations.In this paper , it implements the basic function of the system based on the framework offered by FU DAN DE MEN. It also analyzes the customer data of credit card by using this system.