The Study On Application Of Data Mining In Analytical CRM

'Customer-centered'is core essence of CRM,it is not only a kind of marketing theory that always focus on customer demands, but an integrated system of various information technologies such as database, data warehouse, data mining. Though the automation of work flow in all business functions and business module integration, CRM is applied in enterprise's daily operation and become a decision support function. This realizes a data-driven process while enterprise makes decisions.The thesis begins with the introduction of the background knowledge of data mining and CRM, the analysis of research status, the basic application scope of data mining technology and their advantages and disadvantages, the description of basic CRM economy theory and management methodology, the entire infrastructure of CRM system, also detailed description of the application and realization process of data mining based CRM system.In order to test the data mining based application in analytical CRM, we developed the IR-CRM system. This system can meet the demands of IR Company daily management on one side, currently the ever-used Navision system is not suitable for IR Company, we analyze the problem of C/S based Navision and develop B/S based IR-CRM. This system could also be the platform of application of data mining technology on another side, based on J2EE software architectures and the thinking of module technology,we apply the design model of standard work flow and uniform management to realize'Customer Centered'marketing theory in the sales and service process of manufacturing enterprise. This thesis describes the features and design methodology of the system, including the designs of all important function modules and authority check,...