Researches On The Application Of Data Miningtechnology In Customer Relation Management In Mobile Communication Field

From the point view of data mining technology, this paper does researches on the application of data mining technology in Customer Relation Management (CRM for short) in mobile communication field. And then based on that, it realized the application and developing of two practical projects, cross sell of value-added service and precise marketing of user home-going service.With the intensified competition in telecommunication market and the development of information technology, mobile operator must build the client-centered management mode. Therefore, applying data mining technology to mining analysis of mass customer data and then discovering various potential, valuable and regular knowledge is the important aspect of promoting the CRM quality for mobile communication operator. In the process it must pay attention to data mining technology (Data Mining is DM for short). So, how to apply data mining technology to CRM in mobile communication industry becomes one of the issues operator pays more attention to.Using the method of combining theory analysis with empirical research, this paper introduces the basic theories of data mining algorithm as well as technology, data mining process and CRM firstly, and then introduces the construction condition in CRM and data warehouse of China mobile, emphasizing on the current situation of business analysis system. According to the features of mobile communication industry, this paper studies the DM methodology in mobile communication industry (the whole flow of data mining project). Finally, based on the two projects of certain mobile operator, cross sell of value-added service and precise marketing of user home-going service, and taking the project functional requirement for aim, this paper uses the data-mining tool of Microsoft Company (SQL SERVER 2005) and states the whole process of data mining. And based on the studied DM methodology in mobile communication industry, it describes the model definition, the selection of mining algorithm, the establishment of model, and the representation of results as well as the application aspects in detail.Since currently the application of data mining technology in domestic mobile communication industry is still at the starting stage, the referencable experience is not too much and the CRM of many provinces and cities remains on the technology of multi-dimensional analysis, online analytical processing and etc. This paper does some exploration considering the practice of a certain mobile operator, and promotes the development and application of data mining technology in mobile communication industry. There are still some deficiencies and we will keep on exploring and improving.