Research Of A Customer Relationship Management System Based On Data Mining Technology

Along with the competition in the automobile industry becoming more and more severity, the importance of CRM system is gradually known. All the car corporations want to use the CRM to build, service and develop their customer relationship. CRM is the integration of technology and management. Being the latest development of enterprise information construction, CRM completes the changes from product-oriented to customer-oriented; CRM firstly takes customer as the resources of enterprise. Majority of automobile corporations have already accumulated lots of customer data during the development. There is a great deal of important information concealed under the mass of data relevant to customer in the information system and staff of corporation. But it cannot be found out speedily and availably because of the limitation of the technology and concepts at present. For the automobile industry, it has become an important research area to managers how to manage the relationship between the enterprise and its customers, retain old customers, develop new ones, excavate the potentiality of them, reduce the abatement of customers, and create profit. DM can help to find out some potential and valuable information and knowledge from daily experiences in favor of decision-making. DM has a broad commercial potential, thus becoming a valuable new field concerning knowledge finding as well as knowledge management. Therefore, lots of automobile corporations construct the CRM system based on DM to improve their competitive ability.This paper investigated the CRM theory of automobile industry, relational technology and the important effect of DM in CRM software, and introduced the design and the realization of a CRM system in the automobile industry, constructed the analysis of OLAP based on DW and the customer analyzing model of DM. The point is the design, maintain and the realization of DW, the realization of DM model. This system makes a useful attempt on using the technology of DM in the automobile industry. The main task of this paper is as follows: 1) This paper studied the foundation theories of CRM, DW. It discussed the appearance, definition, and type of CRM; the definition, process, classification and modes of DM.2) Combining with the actual circumstance of the car industry, it deeply researched the Customer Satisfy model, Customer Loyalty model, and the cross-sale model.3) According to the characteristics of automobile industry CRM, the application of DM technology in CRM System was discussed. The CRM based on the technology of DM analyzes the relationship of all kinds of customer data to provide correct support for the enterprise management and thus raising its ability to compete and ability to make profits.