Research On Application Of CRM Based On Clustering Data Mining Technique

Today, market competition is more and more drastic and products are more and more similar in quality. So businesses have changed from product-driven to customer-driven. On this situation, CRM(Customer Relationship Management) has become the trump to success of the enterprise in the cruel market competition. More and more enterprises have or are going to actualize CRM, and more and more suppliers have brought up many CRM solutions. Surely, the leaders' thoughts are progressing, the CRM software is consummating. However, Looking at the development of CRM in our country rationally. We can find that the basis of CRM idea in China is still very weak. This is just the reason for why there are so many CRM projects have failed in the end."Good beginning is half of success". When an enterprise is going to start to plan CRM, it must get its orientation, target, strategies and a series of activity to support and realize the strategy target at first. Customer classification is the first step of customer analysis in CRM and it may influence every step of the enterprise development directly. The paper just regards the point as the research object.According to the characteristics of customer classification, the research uses DM to optimize customer classification on the basis of DW(Date Warehouse) and OLAP(Online Analytical Processing). In order to realize customer classification more accurately, on the basis of researching cluster arithmetic, according to the thought of integrating density-based method and grid-based method, the author introduces subdivision technique into the traditional CLIQUE arithmetic, which ameliorates thearithmetic------keeping its quick speed and mending its weakness that the clusteraccuracy is not high.For verifying the new arithmetic and also for studying how to use the current data and DM tool to develop enterprise CRM system, we designed a simple experiment test system based on an enterprise of 4S. During the design process, the author paid high attention to the past lessons and the thought of CRM, which ran each part of the whole system. This is another characteristic of the paper.In structural terms of the paper, the paper is divided into six chapters. In the first chapter, the paper introduces the research background, current situation and the structure of the paper. The second chapter introduces the concepts of CRM and analyzes the reasons to fail and the factors to success according the CRM practices inour country. The third chapter introduces the basic techniques of CRM------DM(DataMining) and DW. In the fourth chapter, the paper discusses the key technique torealize customer classification------clustering analysis. According to the thought ofintegrating density-based method and grid-based method, the author ameliorates the traditional CLIQUE arithmetic. And in the fifth chapter, on the basis of arithmetic and CRM theory, the author comes up with the system design solution and the experiment result. In the last chapter, the author sums up for the whole paper.