The Research Of Web Data Mining In CRM

Along with rapid popularization of the Internet, electronic commerce is developed at an unprecedented speed and the customer relationship management of enterprises are also facing an epoch-making revolution. Under this kind of new commercial pattern, the CRM has become a key point to improve and enhance the relations between the customers and the website. In the electronic commerce the essence of CRM lies in establishing good relations with the customers in four aspects of marketing, sales, services and supports through the WWW channel, thus enhancing the income of an enterprise.During the development of electronic commerce, the argumentation of CRM is increasingly fierce. How to enhance the customers' loyalty to maintain the customers and realize the overlapping sale have become a key point for the success of electronic commerce. But the web data mining just provided enterprise websites a solution to operate CRM well and establish good customer relationships in the electronic commerce.This article has an effective research on customer data and mine the valuable information from massive indefinite customer information through applying the web data mining technology in CRM. So it provides the data basis for the enterprise decision-making. This article mainly conducts the analysis research from the following several aspects:(1) Researching on the basic process, classified method as well as the research significance bonding the commerce theory and analyzing the research necessity from the data pretreatment aspect. So it lays the foundation for further application in enterprise CRM.(2) Persisting the CRM guiding ideology "put emphases on the customers" and under the web frame, picking up the customers' correlative click streams, the page browsing information, the web...