Application And Research Of Data Mining In Customer Relationship Analysis Of Retailing Trade

After China joined in WTO, its market economy has gradually grown well, and compitition in retail corporations has grown more severe. The merchant become to know the importance of the customers. So they start to learn how to offer the customers with high-quality and individual service, how to improve their satisfaction and how to maintain and grow high-value customers.The paper is based on the project of science and tecnology tackle key problem in Suzhou—the Assistant decision_making system at internet times.The paper emphasizes the content of DM application in customer relationship analysis in retail fields.The paper contains OLAP, the design and analysis of DM model, and putting forward the idea of simple Inference machine applied in CRM.At last ,we use the super_ market data to validate them.The paper emphasizes the content as follows:(1)According to the OLAP result, we can know the different customers's purchasing trend and interseting, and know the different customers's reaction to the media type of sales promotion.(2)According to the data of the VIP customer, we will build the predictable model of customer's value.By the model we can predict and evaluate the values of new customer and potential customer; By analyzing the sales data, we can find the relationship of different products, and we can sale the product by group.We also can build the OLAP model to analyze the dimension.This parts are the most important part of the paper.(3)We will store the knowledge and information which find by OLAP and DM model in data tables and build the simple inference machine to apply in retail CRM.By the IF and Then mode, we can infer the new knowledge from the origin information.Its application in retail CRM is new project.In this paper, inference machine is a new idea and also a innovation.