The Research Of Association Rules And The Application In CRM

With the explosive growth of data in information society and the gradual severity of problem that "abundant data & scarce information", these bring the demand of powerful data analysis tools. The emergence of data mining provides strong technical support for this demand, which satisfies decision-makers' urgent need that converting abundant data into valuable information and knowledge.Association rules mining is an important class of data mining, which is the process that extracting interesting and frequent patterns from data. The aim of association rules mining is to find relations among items. Owing to its wide applications and successful practices in many areas such as commerce, finance, manufacturing, judicature etc., association rules mining has become the most important and active research content in data mining.Customer Relationship Management (CRM for short) was first presented by Gartner Group company that paying more attention to the consultation of IT technology. CRM is a management idea, which is applied to promote and improve the commercial process about Sales, Marketing, Customer Service, and so on. The aim of CRM is to curtail the cost of Sales, and improve the profit of enterprises, and find out the chance of new market, and enhance the value of customer. The idea of CRM can help enterprises create the huge-size data warehouse. Furthermore, data mining based on data warehouse is becoming a kernel part in the process of realizing CRM system.At first, this paper systemically expatiates on data mining, association rules and some relevant knowledge. And then the paper focuses on researching and analyzing two sub-questions of association rules. In the view of the existing shortcoming of association rules, the paper provides more efficient mining algorithms and puts forward more reasonable evaluation standard of association rules. Finally, the paper applies research fruit to CRM system. Namely, on the background of enterprise demand of certain steel group, all of ideas provided by this paper can mine and find the rules of customers' purchasing behavior and potential demand, which can offer decision-makers of enterprise the scientific and decision-making evidence that adopting cross-selling patterns and strategies.