The Application Of Data Mining Technology In The CRM Of Thruway

Most of the freeways in our country are all fitted with toll system at present. The traditional toll mode needs the vehicles stop to hand in pike in the toll station, this will bring traffic jam and pollution to the toll station, and building and managing the toll system will increase the working cost of the freeway. In statistical, the working cost of the toll system will spend 12 percent of the station total income. In addition, along with the great increase of traffic, use fewer ground to optimize the road capacity became a problem in dire need of solving. Electronic Toll Collection (ETC) is a special function of the Intelligent Transport System (ITS), and ETC is applied widely in the toll management system of the road or bridge now. It makes use of high technology in the transport of the road, and has its predominance. Especially, it can resolve the problems that exist in the traditional toll mode, just as traffic jam,pollution,highly management cost etc, anyway, the toll road,user and society will all benefit from it. Along with the progress of the research of ITS, ETC will be one of the most important aspect of the freeway construction. Now there are many freeway have installed ETC system, but there are still few people using it, so this is a problem that how to popularize the ETC card. For exert the advantage of the ETC roadway, it is necessary to find out latent user and important user of the freeway, as well as holding users in existence and so on. These belong to problems of Customer Relationship Management. So introduce the CRM theory to the freeway will help to management user. In this research, we introduces the theory of CRM,OLAP and data mining to the ETC management for the first time in our country, and through analyzing the characters of ETC management implode a WEB CRM system based on data mining and OLAP technique. The system which based on WEB can predigest maintenance and upgrade of the applications, and can also save cost and make the use of system become simple and convenience. So the system based on WEB will adapt the requirement of the corporation more perfect in the age of network. Based on knowing the characters of the ETC data, the operators can know the customer comprehensively through OLAP analysis of the customer, then we analyze the data using different data mining arithmetic, so the operators can see the information hided in the mass data, this can provide decision making information to the management and operation of ETC system, so make the management and operation more rational and effective. This is a kind of explore in the management and operation of ETC system.