Research On Data Mining And Its Application In CRM Of Mobile Phone Industry

In a fast changing market environment, becomes more and more strongly to the enterprises that customer resources should be the most important element to achieve the victory.The enterprises have transferred from product-centered model to a customer-centered model.Then the customer relationship management which based on the customer-centered model has become the trend in the new generation of this field.Facing the fast growth magnamimous data collection, the enterprise needs the powerful data analysis tool which will change these data to value knowledge. Data mining is a process that extracts interesting and available knowledge from a large amount of data.This paper divides the customers of mobile phone industry to the end customers and retailers in broadly, and research on both aspects. This paper based on L enterprise, combined with the data warehouse, data mining, and structural equation models, carried out the CRM research and analysis, tried to find a more reasonable way of customer relationship management. The existing problem of mobile phone industry is confusing management of customer information, losing many useful information, cannot have a good use of useful information of transaction process. Based on these, this paper combined with related theory and related reality. Following are this papser's research work and main results:(1) Summarized the related home and abroad theories about CRM, data warehousing, data mining and related structural equation models, overview the related theories.(2) Construct the data warehouse based on CRM of mobile phone industry by analyzing the current situation and inadequate of the information system of L enterprise mobile phone department. Based on a large number of references, according to the characteristics of the mobile phone industry, this paper found out the the modeling method and process of the data warehouse architecture.(3) Based on the customer data of phone department of L company, analyze the relationship of customers natural attributes and purchase behavior characteristics, combined with the use of association rules algorithm, data mining of customer data by using Apriori algorithm and SQL Server Analysis Server 2005. Finally, develop the marketing stratagy and clear the direction of market by analyzing the results of data minin. Also, the results can be used for staff training and develop a more rational and targeted strategy.(4) Carried out the apply to the retailers choose based on SEM theory by combined the characteristics of mobile phone industry and the advantages and disadvantages of SEM method. Firstly, summarize the existing literature on the theory of the retailers choose, interview the related employees, summary the evaluation system of retailers. And then, collect the questionnaires data, analyze the reliability and validity of the questionnaire, construct the structural equation modeling of retailers by using LISREL 8.7, modify and improve the modeling by combining the model fitting coefficient, and obtain the final evaluation mathematical model of the retailers.