Design And Implementation Of Association-Rule-Based CRM System In Retail Business

With the increasingly fierce competition of China's retail industry, especially the wide spread of large supermarket, the traditional marketing mode cannot adapt to the new situation today. Customer Relationship Management (CRM), an important kind of management tactic, are now attached great importance to which means "take the customer as the core" to support effective market promotion, marketing and service process. Effecting the CRM effectively plays a very important role in enhancing enterprise's competitiveness. Adding data mining technology on the basis of CRM system can analyze large amounts of data generated in the marketing process through the mathematical model and mark out different types of customers or markets. It will also analyze consumers'preferences and behaving ways to help retain existing customers and develop new customers and further enhance customer satisfaction.Based on the traditional CRM system, this passage integrates data mining (association rules) and the application of the mobile platform, which can make system efficiently complete the data analysis, and tap potential customers more deeply, and feedback information for users more timely. This paper studied from the following several aspects:(1) Aimed at workflow of large supermarkets, author designs a CRM for large supermarket retail business, including customer management, intelligence analysis and other subsystems, which contains functions like the customer data query, commodity sales analysis, correlation analysis of sale of goods and customers' consuming correlation analysis etc.(2) In customers' consuming correlation analysis, author used algorithm of the Apriori based on data mining association rules to study the customer consuming goods and set up customer consuming way model. According to the rule of "customer to choose", we realized the promotion analysis function to recommend promotion scheme and shelf display to users.(3) In the data collection design, we use the popular database management systems which take data flow as the main line, customer the centre to built data warehouse. The design of data tables uses two-dimensional correlation structure model, which is clearer to the data association, and briefer to structure.