The ECRM Research Based On Data Mining Technology

With the advent of the era of knowledge economy and the trend of economic globalization, there is increasingly fierce competition in the enterprises, whose critical success factor and the profits come form their customers. Many enterprises have collected and stored valuable data about customers, suppliers and business partners and how to find useful information hidden in these data has become a problem concerned. Therefore, it is an emergent issue for enterprises to research that we need to analyze the background data and past transactions data of the customers by the use of data mining technology so as to gain related knowledge and prevent the loss of customers.On the basis of the fierce market competition of China's online bookstore, the essay studied the applications of data mining technologies in electronic customer relationship management. The main content refers to the following aspects:1. Summary on the current situation of the eCRM, data mining at home and abroad.2. Introduction of the definition, functions, workflow, and common analytical techniques of data mining.3. Construction of eCRM application model based on the data mining system through the description of the electronic customer relationship management system module, and analysis on the specific implementation process.and presents the method to get customer data from Internet, and builds the database table strmcture of Internet bookstore.4. Analysis on the online bookstores' orders data by the use of the correlation Apriori algorithm in the data mining technology so as to identify the relevant rules between different commodities and find out the laws and patterns.5. Analysis on the customer data in the enterprise business systems through the use of the greedy algorithm of decision trees. By constructing appropriate classification model to predict, We have discovered the laws of the loss and the maintaining of customers. As a result, it can provide certain theory dependence for enterprises to implement electronic customer relationship management.